My challenge with the Raspberry & Blackberries industry was to foster a positive image for fresh berries and consequently improve the awareness of their sweet, decadent flavour and culinary versatility.

In response, I developed and launched the “A Healthy Punnet” campaign focused on showcasing fresh berries healthy attributes in simple and indulging ways.

To kick off the season, a Media event brought together 15 top-tier media publications and bloggers to Montrose Berry Farm. Once there guests indulged on freshly picked berries followed by a 3-course lunch at Biota Dining in Bowral.

The dietitian Emma Stirling was engaged by PR Bite Communications to review the health benefits of these fruits and compile the information into a beautifully presented 16-page nutrition report. The report included key messages that were promoted and distributed to health professionals, media, foodies and online. 

During the length of the season, social media and in-store merchandise activities were implemented to encourage trial via sampling, recipes, storage tips and infographics.

Results 

• 116+ pieces of media (Delicious, Australian Women’s Weekly, Women’s Health, metro and regional newspapers, online and radio)

• 5.3+ Australians reached

• 2700+ new followers and over (32% increase)

• 413,682 people reached via social media platforms

• 103 in-store sessions, 13,300 samples distributed, 16,380 shoppers engaged with over 50% conversion rate.