Challenge

Build demand for processed raspberries (individually quick frozen, purée, and juice concentrate) among consumers as well as the foodservice and CPG food & beverage market.  

Solution

Develop and implement an integrated marketing program grounded in nutrition science and culinary strategy.

Results

  • Developed and executed fully integrated program serving multiple audiences (consumer, health professional, foodservice and ingredient) leveraging research strategy, media relations, social media, influencer marketing, ingredient innovation and health professional partnerships.
  • Secured relationship with YouTube star, Blippi, resulting in viral video campaign reaching kids and moms, generating over 25 million views on YouTube.
  • Engaged more than 30 health and nutrition professional influencers as ambassadors for raspberries, activating through traditional and social media.
  • Health professional conferences educated registered dietitians specializing in sports nutrition, heart health, consumer education, food service, and recipe development
  • Secured earned national media coverage in dozens of media outlets including Today.com, SHAPE, Fitness, Yahoo!, Eating Well, Pop Sugar, Prevention, Reader’s Digest, Food Network, FoodNavigator, Southern Living, Men’s Health, Women’s Health, Food52, The Kitchn, Well + Good, MSN Lifestyle, CNN, Chicago Tribune, Good Housekeeping, Parents, Good Day LA, Today’s Dietitian, Food & Nutrition Magazine, Foodservice Director, Campus Dining Today, Club & Resort Business, Prepared Foods, Catersource, Nation’s Restaurant News, Flavor & The Menu, Food Processing, National Wholesale Bakery, Prepared Foods, Sysco Shape and Food Management.
  • Coordinated and executed retail dietitian partnership resulting in 10.16% increase in household purchase of frozen raspberries at top 10 grocery retailers.