Bord Bia-Celebrate Strawberry Season
Celebrate Strawberry Season
Highlights
➜ In 2023, social media activity sustained a high engagement rate throughout the campaign across influencer collaborations and organic posting.
➜ A combined reach of 1,093,968 from media partnerships and relations was achieved
➜ Developed a cohesive, insights-led creator strategy to elevate reach of campaign
The Brief
‘Celebrate Strawberry Season’ is an annual campaign organised by Bord Bia, in partnership with the Irish Soft Fruit Growers Association and the IFA. The campaign, which runs from May-September in line with the Irish growing season, promotes the availability of the fruit and encourages consumers to choose locally-grown strawberries. The campaign also promotes replacing processed sweet treats with strawberries as a natural and healthy alternative for snacking. The aim is to inspire the key target audiences - main household shoppers – to consider strawberries as a delicious ingredient to add to any meal, as well as to enjoy as a tasty healthy snack.
The Approach
Our team has worked with Bord Bia on the promotion of the Celebrate Strawberry Season campaign since 2018. This involves engaging with industry stakeholders before developing and managing a detailed communications campaign. In recent years, a digital-first approach has been the preferred choice and we have created engaging, visually appealing campaigns to support this objective. This includes identifying and briefing online content creators to showcase the versatility and nutritional benefits of strawberries, encouraging them to emphasis the key messages of Celebrate Strawberry Season. This activity is further supported with media partnerships and relations, to increase the awareness of the campaign.
The Impact
Each year, we work closely with Bord Bia and its stakeholders to ensure that KPIs for the Celebrate Strawberry Season are met and fresh innovative strategies are developed to target consumers in new ways. The digital-led campaign has performed well and receives strong engagement online. Strategic influencer marketing means that locally-grown strawberries are front of mind for the target consumer throughout the season. Clever media relations tactics support the digital campaign to generate positive coverage across national, online, trade and consumer media year on year
Celebrate Strawberry Season