World Fruit Council

My Role

Team Lead, Researcher, Strategist, Deck Art Direction.

The Business Challenge

The World Fruit Council is on a mission to rekindle the world’s appetite for fruit. In a convenience-driven culture, fruit is falling to the wayside. The ask was simple: Restore fruit’s cultural and emotional relevance.

The Problem

Research revealed a stark gender divide:

Men eat less fruit than women.

By looking into the digital lives of our target, young adult men, we found that masculinity is being curated through ‘carnivore diets’ and anti-fruit rhetoric on platforms like Reddit and X. In the wild,

fruit has been ‘feminized.’

It shows up in perfumes, dainty charcuterie boards, and ‘sleepy girl’ mocktails. To men, fruit had become light, sweet, and delicate.

The Insight

Men aren’t avoiding fruit because they don’t like the taste. They avoid it because they don’t identify with it.

They don’t eat to be healthy; they eat to feel powerful. Because of the content they consume, they believe real strength is packed with protein, not peeled.

The Strategy

‘Real Strength Comes from Real Food.’

We moved to strip fruit of its ‘delicate’ reputation and reposition it as an empowering symbol of masculinity. Fruit is badass. It is wild, raw, and alive, growing on cliffs and in jungles. We reclaimed fruit as nature’s original fuel: full of energy, hydration, and bite.