This Online Food Is Fun for You

Brussel sprout fish, smiling tomatoes and an octopus-banana hybrid dance and roll across the screen in Launch Partnership’s first television commercial

The ad features the vegetable critter creations of Saxton Freymann and Joost Elffers, best-selling co-authors of Play With Your Food. The 30-second spot follows a year-long buildup of outdoor and newspaper ads featuring the same characters.

“It’s a good thing we were working with the Fun Fruits because the SAG strike hit us right in the middle of the shoot,” said David Wilgus, co-creator of the campaign at Launch in Irving, Texas.

The month-long shoot used real produce and more bendable, polymer simulations. The spot was produced by Wild Brain, a San Francisco animation company.

Said Barb Mitchell, vice president of marketing for the client:”We felt the fruits, along with the concept of ‘Look at grocery shopping in a whole new way,’ could help break down barriers of concern and long-standing buying habits and invite trial.”

The TV spot will air through Dec. 21 in Dallas and Houston where the online grocer is operational. The campaign will move into Phoenix and Chicago in early 2001 as the company expands. of Dallas is the exclusive online distributor for Pleasanton, Calif.-based Safeway, which took a stake in the company earlier this year.