Reigniting a passion for berries among BC Residents
campaign strategy
digital ad-buy
photography
video production
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With a vision to create an innovative, market oriented and consumer focused strawberry Industry, BC Strawberries reached out to us to help tell the story of local berry farmers in BC. The needs were many: faced with an influx of cheap California-grown Strawberries in stores, the profile of the locally grown BC berry needed to be elevated. Additionally, getting BC Consumers out of stores and onto the farms of their local growers to reconnect was a high priority. Finally, BC Strawberries needed and entire visual library overhaul.
Solutions
We developed a multi-channel summer marketing campaign that utilized traditional media & creative partnerships to get BC Strawberries in the minds of local consumers. By partnering with local restaurants and food producers, we were able to cross promote BC Strawberries with a variety of unique limited-time products and dishes. Finally, our on-location team visited every farmer in BC to tell their story, and create evergreen assets for the future.
Results
Social media engagement grew by 200% during the campaign. With Television, Radio, Billboard, and Social Media advertisements running all summer, local growers reported the highest turnout to farms ever. In-store our signage and print materials encouraged consumers to pick local, which they did in overwhelming numbers. Demand was so high that the wholesale cost of local berries actually increased dramatically.
Field House brewing created a limited-run Strawberry Tart Saison that was sold in-stores and at the Field House restaurant. It sold out nearly instantly, and was one of the most requested beers of 2020
Strawberry Tart Saison
To quote our friends at Old Yale: “the Strawberry Wheat Ale we release last year stood out as an absolute smash hit… We sold out in record time, so fast that the staff had to go buy it from the liquor store just to try it!”
Strawberry Dragonfruit Wheat Ale
Earnest Ice Cream makes the best ice cream in Vancouver. Who better to collaborate on a desert dish than the masters? For 4 weeks the Strawberry Sundae at Earnest was the best-selling menu item at all locations
Strawberry Sundae
Cartems jumped at the chance to create a unique donut for our Strawberry Campaign. Selling out at all locations, the Strawberry Summer Donut was a huge hit!
Strawberry Glaze Donut
The Habit Project makes delicious smoothies and juices for the Fraser Valley: “THANK YOU Picnic from the bottom of our hearts for choosing us, for your generosity, for your time and for your expertise”
Strawberry Smoothie
The brainchild of Chef Gus Stieffenhofer, Published is creating some of the most unique and forward-thinking cuisine in Vancouver. Published created unique desert dish for us that ran all summer. It was so successful it receive a feature on Global TV!
Strawberry Sorbet
