Overview
The Goal
SHINE
a spotlight on the health benefits of the superfruitDRIVE
year-round consumption
The Strategy
CREATE
an integrated, multi-season campaignGENERATE
conversations between dietitians and their clients/consumersATTRACT
further food science research into 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 holidayDISTRIBUTE CREATIVE AND EDUCATIONAL MATERIALS
to leading nutritionists and dietitians across target marketsHOST A VIP DINNER FOR LEADING RESEARCHERS AND NUT
in connection with a sponsorship of the Menus of Change 2018 conference
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
