36th Annual Marketing Excellence Award Winner: Pear Bureau Northwest
August 20, 2024 | 2 min to read
PROMOTION
Garfield, The Movie
STRATEGY
The Pear Bureau Northwest (USA Pears) partnered with Sony Movies, and created a partnership for Garfield, The Movie in Mexico. For two months, USA Pears created and executed a special campaign featuring Garfield with the main objective of promoting USA Pears among kids (and, well, cats of course).
The program involved a TV spot campaign, POS materials, BTL and POS promotions at different retail stores.
RESULTS
Part of the success was the content Sony Movies developed for the bureau, making the TV spot a success, as it shows Garfield eating and enjoying pears.
On the Facebook page, the spot reached over 300K views, and was broadcasted over 71 times on Sony Channel. The bureau was able to conduct 100 sampling days, with a 134% sales increase during the promotions, being able to also push retailers to have three varieties present, Anjou, Red Anjou and Bosc.
