Challenge
Generate new product innovation opportunity for Washington red raspberries with Consumer Packaged Good (CPG) food company while building awareness of Washington raspberries as American-grown ingredients.
Solution
Collaborate with Rubicon Bakers’ on ingredient sourcing, packaging and promotion for new product featuring the Washington red raspberries. In addition, we launched a co-branded marketing campaign to promote the national launch of these cupcakes in Kroger stores nationwide, which included media outreach, influencer marketing, and social media activations. The product is now featured as an everyday item in Kroger stores nationwide and more product innovation is under way.
Results
Facilitated & nationally launched first-ever Washington Red Raspberry Commission-branded CPG product.
- Brokered relationship between Washington Red Raspberry Commission and Rubicon Baker’s Research & Development team.
- Supported Rubicon Baker’s R&D team on product development of new Vegan Lemon Raspberry cupcake.
- Collaborated with Rubicon Baker’s on packaging design to highlight inclusion of Washington red raspberries as ingredients through inclusion of Washington Red Raspberry Commission logo on-pack and listing of “Washington red raspberries” on ingredient label.
- Produced photography content featuring product and Washington raspberries for use in promotion.
- Supported product launch with multiple retailers, including Sprouts and Kroger, through media relations, social media content and influencer marketing.