# Music-Playing Fruit Campaigns Artist 'J.views' Plays Music Using Fruits for This Grocery Store Ad By Laura McQuarrie | Published 2013-06-18 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/jviewz References: [adverblog](http://www.adverblog.com/2013/06/18/experimental-branding-giving-freshness-a-sound/) 'J.viewz' is a New York-based artist who plays music with fruit. Advertising agency Republica recognized his talents and decided to combine his creativity with 'Irma,' a grocery store in Denmark for an innovative and unusual campaign. Irma is the world's second oldest grocer, established 127 years ago. Republica notes that the store is "quite conservative," and has never advertised on television, let alone made a video for [YouTube](https://www.trendhunter.com/trends/wylers-light). Although food is something that sells itself, this video should give Irma a leg up on its competitors. The campaign features 'J.viewz' using [fruit as instruments](https://www.trendhunter.com/trends/kawai-pianos) for his electronic music, tapping them just as you would a set of drums or a keyboard. The intent of the campaign is meant to be an immersive sensory experience that expands the appeal of [fresh produce](https://www.trendhunter.com/trends/fresh-european-produce) to more than just one's taste buds. ## Trend Insights (Trend Hunter) - Score: 1.9/10 - Popularity: 19% | Activity: 30% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Gen Z, Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Immersive Advertising Experiences:** Creating interactive campaigns that engage multiple senses and capture consumers' attention. - **Unconventional Marketing Strategies:** Exploring unique approaches to advertising that break away from traditional methods. - **Creative Brand Collaborations:** Partnering with artists and musicians to bring a fresh and innovative perspective to marketing campaigns. ### Industries Being Reshaped - **Grocery Retail:** Implementing innovative marketing tactics to stand out in a highly competitive industry. - **Music and Entertainment:** Exploring new ways of incorporating music and art into advertising for enhanced brand experiences. - **Advertising and Marketing:** Leveraging creative collaborations and immersive experiences to create disruptive marketing campaigns. ## Related on Trend Hunter - [Music-Driven Snack Campaigns](https://www.trendhunter.com/trends/tiktok-experience.md) - [Creative Music-Based Campaigns](https://www.trendhunter.com/trends/music-deserves-bose.md) - [Juice-Branded Summer Campaigns](https://www.trendhunter.com/trends/never-grow-up-campaign.md) - [Musical Nut Campaigns](https://www.trendhunter.com/trends/nuttunes.md) - [Interactive Fruit Juice Packaging](https://www.trendhunter.com/trends/jus-de-fruits-caraibes.md) - [Musical QR Soup Cans](https://www.trendhunter.com/trends/campbells-and-universal-music.md) - [Artistic Hip-Hop-Inspired Cereal Campaigns](https://www.trendhunter.com/trends/follow-your-ears.md) - [Fruit Waste Ink Posters](https://www.trendhunter.com/trends/fruit-waste-ink.md) - [Music-Inspired Campaigns](https://www.trendhunter.com/trends/new-pepsi-campaign.md)