Northwest Cherries, Work Overview

Overview

The Goal

The Goal

Northwest Cherries - The Goal
  • SHINE

    a spotlight on the health benefits of the superfruit
  • DRIVE

    year-round consumption

The Strategy

The Strategy

Northwest Cherries - The Plan
  • CREATE

    an integrated, multi-season campaign
  • GENERATE

    conversations between dietitians and their clients/consumers
  • ATTRACT

    further food science research into cherries

The Execution

The Execution

Northwest Cherries - The Execution
  • EXECUTE A TWO-PART DIGITAL INFLUENCER CAMPAIGN

    to drive home messaging surrounding the health benefits of sweet cherries during two key seasonal moments —late summer and holiday
  • DISTRIBUTE CREATIVE AND EDUCATIONAL MATERIALS

    to leading nutritionists and dietitians across target markets
  • HOST A VIP DINNER FOR LEADING RESEARCHERS AND NUT

    in connection with a sponsorship of the Menus of Change 2018 conference

The Results

The Results

DROVE SWEET CHERRY CONSUMPTION

during two of the highest-production crop years

FORMED 95 NEW NUTRITIONIST RELATIONSHIPS

fueling word-of-mouth marketing around the health benefits of sweet cherries

GENERATED MORE THAN 2.2 BILLION IMPRESSIONS

between June 2017 and December 2018, including 1.7 million combined blog and social media impressions

Northwest Cherries - The Results

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