36th Annual Marketing Excellence Award Winner: Northwest Cherries
August 20, 2024 | 2 min to read
PROMOTION
Give Your Summer a Cherry Glow
STRATEGY
The cherry glow promotion introduced the health and beauty benefits of cherries to increase Northwest cherries consumption and movement. This promotion was launched across the U.S., reaching retailers, media, influencers and social media users.
Northwest Cherry Growers (NWCG) partnered with influencers to push the brand and had them spotlight ways to use cherries in recipes. “Glow up kits” were sent to media, along with influencers. The cherry glow banners were used in demos at the retail level nationwide, press/mat releases were issued with this campaign and information.
There were also giveaways that included the “Give Your Summer a Cherry Glow” slogan that was handed out to trade show attendees.
RESULTS
The NWCG MAT release had 163,921,667 total impressions and 1,079 online placements in publications. The NWCG wire news release about the start of the 2023 fresh cherry season had 221.1M potential reach and 407 total pickups. Instagram grew 1,837% in 2023 compared to the previous year. It secured four influencer partners resulting in 2.3M impressions. Instagram giveaways generated 6,366 engagements with a combined 1,804 likes and 4,562 comments. In 2023, NWCG messages achieved 441,677,637 impressions.
