U.S. Highbush Blueberry Council

Challenge

Blueberries enjoy a strong position in the marketplace. However, the pandemic was spurring interest for other fruits also recognized for “immunity benefits.” The U.S. Highbush Blueberry Council (USHBC) needed to accelerate year-round consumer demand and sales – and continue growing the value of blueberries in an increasingly crowded and competitive market.

Solution

Padilla harnessed nutrition insights and highly relevant research-based health benefits to fuel the “Grab a Boost of Blue” campaign. With this positive, energetic call-to-action, we set out to increase demand for blueberries among consumers and retailers and generate interest through health and wellness influencers. Our PR-driven integrated marketing campaign included USHBC partnerships with the American Heart Association, TikTok and Instagram influencers, and health and nutrition science professionals.

Results

The Grab a Boost of Blue campaign is helping move millions of pounds of fresh and frozen blueberries. Initial results include:

• Paid activities drove over 64MM impressions, 3.5MM video completions, 350K clickthroughs to the site and 195K in trackable units moved.
• More than one billion earned media impressions and 119 placements, including a two-hour Good Morning America segment.
• 102% increase in total Twitter impressions and growth in Instagram followers at the end of Q2 2021 over 2020.