US Cranberries Boosting Exposure
In order to boost exposure and sales of US cranberries in the Australian market place, a multi-faceted PR campaign was developed for the US Cranberry Marketing Committee.
The campaign was designed to create a push for new cranberry products on Australian supermarket shelves as well as a pull for consumers to increase purchases. This was achieved through a comprehensive media campaign and direct sampling opportunities.
Working with a variety of celebrity TV chefs, well known dietitians and premium health organisations, the campaign generated media coverage that made over 60 million impressions on Australians - re-affirming cranberry's spot as the #1 super fruit. This also resulted in over 30 new products containing cranberries hitting Australian supermarket shelves. Export of US cranberries to Australia also increased by 50%.