Blueberries have long held bragging rights as a superfood – a reputation that gave way to years of double-digit growth in volume and dollar sales. But growers weren’t boasting much as antioxidants had become passé and the democratization of superfoods had slowed momentum, leaving blueberries’ share of the produce category flat. That’s when Padilla was enlisted to juice demand.
Recognizing that shifting consumer expectations and aggressive competition were impacting blueberry consumption, Padilla took a deeper dive into the low-hanging fruit of untapped demand – moderate users, representing 25 percent of the market. Our target, while demographically diverse, had one important thing in common. In an era of divisiveness and distrust, they remained steadfast in their optimistic, cheerful outlook, and found encouragement in expressive and vibrant material. Our best “in” with them would be to pique their attention with colorful content and positive messages delivered in moments that matter to them, when they’re with people they love.
Blueberries are so delicious, fun and versatile, there’s nothing they can’t do. We call them “Positively Bluetiful.” That’s the theme behind creating entertaining and shareable content to build broader affinity for blueberries.
We make people hungry for blueberries from morning ’til night – and create everyday appeal by sharing approachable, easy-does-it recipes.
The Positively Bluetiful campaign featured bright imagery of people incorporating blueberries into their lives, craveable content and shareable recipes in banner ads, social posts and online videos. We used influencer partnerships to drive social engagement and word-of-mouth buzz about blueberries.
Just one year into the campaign, Positively Bluetiful increased share of voice among competitors, drove 4.5 million engagements and 4.6 million video views, generated 5.29 billion media impressions, and reached moderate users three times per day, 365 days per year. Best of all, consumers are eating more blueberries with sales up 9.3 percent over the previous year. For the growers and producers of the U.S. Highbush Blueberry Council, these results were nothing short of Bluetiful.