There's no doubt about it. Americans love strawberries, rating the tasty red fruit above all others in a recent survey. But more than half of consumers perceive strawberries as a dessert fruit instead of the vitamin-packed powerhouse they actually are. And even fewer know about the health benefits that come from consuming a single serving of eight strawberries a day.
broadhead was tapped by the California Strawberry Commission to help it start shifting the perception of strawberries among U.S. moms. We launched the Pick Real brand at the kickoff of National Strawberry Month in May 2017. The new brand elevated the strawberry's place at the center of food, family and tradition, and gave consumers permission to feel good about a fruit they already love.
The brand launch included a website refresh and logo redesign. Consumer awareness was driven by partnerships with registered dietitians and food bloggers, syndicated content, and an #8ADay social campaign and contest at the core of the launch.
The Pick Real campaign helped boost per capita strawberry consumption to an all-time high in 2017, reaching 8.34 pounds, a 4 percent increase from the previous record. The launch allowed us to surround our audience of U.S. moms with information about the health benefits of strawberries, earning more than 280,000,000 impressions, media placements in publications including the L.A. Times, Chicago Tribune and Houston Chronicle, and more than 21,000 social engagements.