37th Annual Marketing Excellence Award Winner: Northwest Cherries

August 12, 2025 | 1 min to read

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In 2024, facing grocery price concerns, Northwest Cherries launched the #MonCherry campaign to highlight the superfruit's health benefits. Inspired by vintage French food art and the Paris Summer Olympics, this multifaceted strategy included influencer partnerships and global marketing, reaching nearly 425 million potential viewers. Domestic influencer posts garnered 318,800 views, and targeting the India market achieved 3 million views. Overall, the campaign significantly increased social media engagement and website traffic during peak cherry season.

PROMOTION

MonCherry

STRATEGY

In 2024, in the face of ongoing grocery price concerns, Northwest Cherries developed a campaign to help shoppers see the value of adding fresh cherries to their cart by emphasizing the superfruit’s health benefits. Inspired by vintage French food posters and summery shades of pink, the campaign drew on the Paris Summer Olympics and a serendipitous pop culture moment. The #MonCherry campaign incorporated a broad selection of global marketing communication tactics, ranging from influencer partnerships, recipe development, press efforts, and a restaurant partnership to out-of-home advertisements in Thailand.

RESULTS

The 2024 #MonCherry campaign reached a total potential audience of nearly 425 million through a surround-sound content strategy; this total does not include retailer promotions. Domestic influencer partnerships, focusing on simple recipes audiences can recreate at home, resulted in 318,800 views on Instagram and TikTok. Globally, Northwest Cherries targeted the India market, generating 3 million views. A PR box containing fresh Northwest-grown cherries and cherry-themed items was sent to 16 top-tier U.S. influencers, collectively reaching more than 4.8 million users. During the campaign months, the Northwest Cherries Instagram page generated more than 43,300 engagements and 76,000 click-throughs, with 81% of annual website visitors accessing the site during peak fresh season. Northwest Cherries distributed a press release and two MAT releases, achieving a total potential audience reach of 416 million.