LOVE FRESH CHERRIES

Background

Love Fresh Cherries is the name of the UK cherry industry, covering both home-grown product and imports.

Objective

Drive sales of British cherries, among core female shoppers during the British cherry season.

Strategy

Mash cherries’ inherent health properties, and the audience’s ever-deepening desire to eat for good health.

Activity

We focused on an area in which cherries had permission to play in, which reinforced Love Fresh Cherries as a brand that is good and does good, whilst linking to women’s health.

Our No Period, Pants campaign was built around amenorrhea, an under-the-radar but increasingly common problem for a wide range of women which results in the absence of periods.

The activation followed research by Love Fresh Cherries which found that a staggering two-thirds of British women (62%) had experienced a loss of periods for three months or more, over half (52%) had missed a period at least once in their lifetime, yet almost two in five (39%) said they’d never heard of amenorrhea.

From here we created an army of No Period, Pants ambassadors to help raise awareness of amenorrhea and the role that cherries can play in supporting a healthy menstrual cycle, launched the campaign with an influencer and media event at The Vagina Museum, created a campaign video and dedicated content hub on Love Fresh Cherries website, all supported by a digital advertising campaign to drive video views.

Results

Over 1.1bn opportunities to see/hear campaign coverage, including Stylist (not once, but twice) and Women’s Running, reaching 7.2M of our target women shoppers.

74 pieces of ambassador and influencer campaign content with a total reach of 1.9M female focused accounts.

Campaign video achieved 91.4k Thruplays and had 9k clickthroughs to the dedicated Love Fresh Cherries campaign in under 8 weeks

Sunny Side Up says

“This is one of my favourite campaigns that we’ve ever done, even if it isn’t anything like our biggest. The all-male client team’s jaws dropped when our all-female team first presented our strategy and creative, but huge credit to them they backed us. And the success of the campaign proved their backing to be a great decision.”

Managing Director, Zoe Ward-Waring.