LOS ANGELES-Brian Fox, the founder of motion picture creative boutique B.D. Fox & Friends, has formed The Fruit Label Co. to market full-color ads on fruit labels. The new venture will operate independently of B.D. Fox & Friends.
The Santa Monica, Calif.-based company's first client is Universal Pictures. Next month, Universal will stick Jim Carrey's image on 12 million Granny Smith and Fuji apples in grocery stores in Los Angeles and New York to hype the home-video release of the motion picture Liar, Liar.
In November, Universal will use apples again to push the video release of The Lost World: Jurassic Park.
This isn't the first time an advertiser has placed an ad on a piece of fruit. Last year, Dole cross-promoted Warner Bros.' Space Jam on bananas. Fox, however, dismissed those labels as "tiny."
Fox's are 1 inch by 1 inch and one-quarter inch in diameter. "We are talking millions and millions of mini-billboards," said Fox, who has created ad campaigns for movies including Batman and E.T. "We see kids using them as tattoos or to decorate notebooks."
Fox is also negotiating with a condiment company planning to label over 100 million avocados.