U.S. Highbush Blueberry Council

Challenge

During Padilla’s partnership with the U.S. Highbush Blueberry Council (USHBC), blueberry consumption has more than tripled. Still, there’s always room for improvement in pursuing USHBC’s ongoing goal of making blueberries a consistently purchased must-have in every kitchen across the country. No small task for this small berry.

We set our sights on parents – a group that’s short on time, overwhelmed with responsibilities, and inundated with parenting advice, tips and methods. There may be no other more targeted audience in all of marketing – a challenge we wanted to turn into an advantage.

Solution

If parents are already bombarded with recommendations and methods for everything, we thought, why not lean into that? The Blueberry Method would present this powerful and delicious little fruit’s unique mind-and-body benefits in the form of an accessible and universal self-help regimen. And it would be delivered by its fictional inventor: author, visionary and dedicated self-promoter Dr. Barry Azul.

A documentary-style primer and series of short web videos introduced Dr. Azul’s groundbreaking Blueberry Method to everyone (but mostly parents) in need of help with life’s little curveballs. His simple solution – to buy, eat and love blueberries – came at a time when everyone was facing more curveballs than ever before.

 

Results

This comprehensive omnichannel program launched through paid, earned, shared and owned tactics. And much to everyone’s delight (especially Dr. Azul’s), consumers’ appetites for The Blueberry Method were strong. They bought, ate and loved blueberries to the tune of a 13% year-over-year increase in sales.

Awards

• Global Silver Telly Award

• Academy of Interactive and Visual Arts: Silver W³ Award

• The Advertising Federation of Minnesota (AdFed): The Show – Gold and Silver Awards