california strawberries

Kids think strawberries are dessert. Once we showed moms how nutritious they are, there was a lot more dessert going around.

strawberries-girls-on-couch

Americans love their strawberries, rating them above all other fruit in a recent survey. But more than half think strawberries are just dessert, instead of the vitamin-packed powerhouse they are. Even fewer know about the health benefits that come from these little red delectables.

broadhead was tapped by the California Strawberry Commission to shift this perception. So we launched “Pick Real” during National Strawberry Month in May 2017. The campaign placed the strawberry at the center of food, family and tradition, giving people permission to feel even better about a fruit they already love.

The launch included a logo and website refresh, partnerships with registered dietitians and food bloggers, syndicated content and an #8ADay social campaign and contest at the core. To keep the party going, we launched an L.A.-based, five-day community outreach effort with a branded food truck that leveraged National Night Out.

How did Pick Real do? By surrounding our mom audience with much-needed information, we earned more than 280,000,000 impressions and 21,000 social engagements.

280M IMPRESSIONS + 21K SOCIAL ENGAGEMENTS

But, what now? Building on Pick Real’s success, we launched the “Get Snacking” campaign to keep strawberries top of mind when busy moms are looking for healthy options, whether it’s for their kids’ lunchbox or a weekend with the girls.

And where do moms go to find recipe inspiration? Magazines and social media, to start. Armed with dietitian spokespeople and strawberry-centric recipes, our content earned more than 20 hits in top publications like Better Homes & Gardens, garnering over 347,000,000 impressions and 945,000 engagements to date.

GO, STRAWBERRIES, GO!

Generated over 347m earned and syndicated impressions

Delivered 945k social engagements

Get Snacking<br/>You Are What You Snack
Get Snacking<br/>Vitamin C
Get Snacking<br/>Low in Sugar