The campaign creative concept was built around the idea of a Compal Orchard, where consumers could interact online with the brand, by entering product codes and getting virtual fruit trees. In order to win prizes, the trees could then be planted in 5 world destinations, places where Compal buys its fruit. On top of all, the codes would also give access to virtual add-ons for the orchard, thus increasing the buzz, playfulness and interactivity with the brand's values. This Promotion reinforced, in an active way, the brand's positioning - fruit specialist - not only due to the overall concept ("Compal Orchard"), but especially due to the mechanics. With results such as, more than 600 000 inserted codes (a 160% growth), 300 000 website visits, and 1 400 000 pageviews.