{ CLIENT }
Earthfruits®
{ CAMPAIGN GOALS }
TO POSITION EATHFRUITS AS THE PREMIER SUPPLIER OF EXOTIC FRUITS FROM THE AMAZON, TO CREATE A BUZZ AND DRIVE SALES
EarthFruits was the leader in sustainable business and Fair Trade practices in the Amazon and combined with their “small and global” story made for some compelling PR angles.
{ STRATEGY }
TO LAUNCH A TARGETED PR CAMPAIGN WITH TOP BUSINESS MEDIA
We leveraged media interest by tapping into the hot “SuperFruits” trend that began with açai and capitalized on the growing interest in Fair Trade and Sustainability for food and beverage brands.
{ IMPLEMENTATION }
Timing and a smart media relations strategy resulted in big media hits that began with the Anuga food show in Germany in Oct 2007. An on-line press kit received over 5,000 hits, international coverage was obtained and a segment on the TODAY show featured Cupuaçu, one of the exotic fruits that we predicted would be the next “Superfruit Superstar”.
Creating a New Superfruit Trend – TODAY
For the big story we reached out to our contacts at Fortune Small Business Magazine who liked the “small and global” angle. This resulted FSB covering the story in a four-page article in the October 2008 issue. We then worked with CNN Headline News who sent a film crew to Brazil to film EarthFruits on the ground in the Amazon. This resulted in a 3-minute segment that ran for a week (March 31-April 6, 2008) and was seen around the world. In September 2008, the story ran as a video diary on Fortune Small Business.com as well as CNNMoney.com for a whole week. This is a first for CNN who used the EarthFruits story to premier their video blogs.
Click on: EarthFruits featured on CNN
EarthFruits CNN Money
{ RESULTS }
By creating a flow of media coverage over a 12-month period with an estimated 86 million consumer impressions, EarthFruits experienced an increase in sales that grew steadily throughout 2008 and in December 2008 alone, sales were 40% up from the previous year.
{ CAMPAIGN GOALS }
BRANDING THE COMPANY FOR MORE SUCCESS
{ STRATEGY }
TO SHARE THE RAINFOREST EXPERIENCE
“Welcome to the World of EarthFruits “ was the theme created for the company branding
