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OCEAN MIST FARMS<br />
Be an Artichoke Adventurer<br />
OBJECTIVE: To generate consumer awareness for Ocean Mist Farms artichokes; engage shoppers,<br />
artichoke club members and retailers nationwide; prompt purchase; increase membership<br />
in the artichoke club; and drive consumers to the company website.<br />
CAMPAIGN: To generate awareness for the company’s fresh artichokes, Ocean Mist Farms<br />
implemented numerous activities including display and sales contests with Northern California<br />
retailers, radio ads and a nationwide new product launch. The highlight of the season was a<br />
Be an Artichoke Adventurer consumer contest targeted at Millennials to help them be bold and<br />
adventurous in the kitchen. The company also wanted to celebrate its loyal fans by allowing them to show off their artichoke culinary<br />
know-how. Home cooks were invited to upload a picture or video of themselves preparing or eating a fresh artichoke for a chance<br />
to win a trip for two to Monterey, CA, including tickets to the Annual Castroville Food & Wine Artichoke Festival.<br />
Entries were judged on creativity of the photo or video, and how well it showcased the cook’s adventurous spirit. All entries were<br />
asked to use the hashtag #ArtiAdventurer to allow easy tracking of this promotion. The company promoted the sweepstakes with<br />
email blasts to its more than 65,000 artichoke club members, in-store signage made available to retail customers, petal inserts<br />
affixed to some artichoke petals, and digitally through its website, Facebook, Twitter and Instagram accounts.<br />
RESULTS: The cooking nature of the sweepstakes encouraged fresh artichoke purchases. Retail partners and Ocean Mist Farms<br />
benefited from Be an Artichoke Adventurer, and the company gained 985 new members as a result of the contest. The combination<br />
of media outreach, in-store point-of sale, online and social media outreach delivered more than 7 million consumer impressions<br />
during the sweepstakes period. The sweepstakes winner and other participants shared their content on social media. The Facebook<br />
ads helped drive traffic to the company website. Working with influencers to generate content was excellent and helped tell the<br />
#ArtiAdventurer story by encouraging people to try cooking artichokes. And the contest winner is now an ambassador for artichokes<br />
and the company.<br />
PRODUCE FOR KIDS<br />
Power Your Lunchbox Pledge<br />
OBJECTIVE: Encourage families and classrooms to start the school year off on the right foot<br />
through pledging to pack healthier lunches/making healthier choices.<br />
CAMPAIGN: Power Your Lunchbox Pledge is an annual digital program created by Produce<br />
for Kids encouraging families to pack healthier lunches for back-to-school. For every pledge<br />
taken on poweryourlunchbox.com, partner produce companies make a collective dollar<br />
donation to Feeding America’s programs that benefit family and children. Age-appropriate<br />
lesson plans, achievement awards, support materials and the ability to pledge as a classroom<br />
were available to teachers at poweryourlunchbox.com.<br />
The website offered back-to-school meal planning with lunchbox ideas, afterschool<br />
snacks, breakfast ideas and dinner recipes for busy weeknights. Blog posts, written by<br />
parents, offered tips on meal planning, dinner-conversation starters, ways to incorporate<br />
more fruits and vegetables into lunchboxes, and more. After pledging, families and teachers<br />
received a series of e-newsletters via email with coupons supplied by produce partners, fun printable lunchbox notes, recipes and<br />
the opportunity to enter to win an iPad and iPad mini to help in family meal planning.<br />
RESULTS: More than 10,000 pledges were taken by families and classrooms, which totaled $10,797 (equaling 107,970 meals<br />
donated to Feeding America) and donated to Feeding America programs to help feed families and children. The public relations<br />
outreach to national consumer and grocery industry trade media outlets resulted in 173 mm impressions with an estimated media<br />
value of $6.9 million. Twenty-three family food bloggers shared the Power Your Lunchbox Pledge with a combined 7.9 million social<br />
media followers.<br />
The program was mentioned on Twitter more than 5,000 times. The Power Your Lunchbox Google+ community was created to<br />
allow Google+ users a place to share tips and ideas for packing a healthier lunchbox. The group has 178 members.<br />
30 / AUGUST 2016 / PRODUCE BUSINESS
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