MARKETING AND DIGITAL INITIATIVE 2019
AVA Berries (Angus Soft Fruits)
This summer Angus Soft Fruits invested in a strategic marketing plan to increase awareness and trust amongst end consumers of our premium berry brand, AVA™ Berries.
We conducted extensive market research to identify our target audience and developed a seven-month integrated marketing campaign designed to reach ABC1 health-conscious consumers in geographical areas where AVA™ Berries are widely available.
We partnered with the Edinburgh Marathon Festival - Scotland’s largest running event - as their ‘Official Strawberry Supplier’ and sampled AVA™ Berries across the weekend. We entered six members of staff who competed wearing AVA™ Berries-branded kit and partnered with key influencers to share training and fitness plans. The following week we embarked on three days of sampling at our key Edinburgh retailers and in high-footfall city centre locations.
Our social media marketing and PR activity has included sample drops to target journalists and influencer partnerships and sharing creative content and recipes across our channels. We invested in geo-targeted posts and competitions on Instagram and Facebook, the largest giveaway being two tickets to the Ladies Semi Finals at Wimbledon. We are also working closely with high-end restaurants to create recipes using and naming AVA™ Berries on the menu to further illustrate the superior quality of the fruit.
Results (May/June 2019): Directly sampled +13,000 people. Estimated brand visibility +40,000; Reached +32,520 people on social media, receiving 1,500 entries to our Wimbledon competition; Generated 72 pieces of coverage in Scottish and UK national and regional media. +1.5 million opportunities to see.