OVERVIEW

California Raisins is one of the world’s top-selling, all natural, no sugar added dried fruit. They are not only a great snack that is packed with nutrients for people of all age groups, but also a highly versatile ingredient that can be used in food & drinks. Known for their superior quality and high safety standards, California Raisins is well-known both globally & locally. With its long history & deep establishment worldwide, the team wishes to expand market reach and tap into new demographics by increasing demand for their raisins.

OUR CHALLENGE

Our aim was to raise awareness for California Raisins as the healthy snack of choice for the health-conscious, and yet still appeal to those who may not be, by being naturally sweet and delicious. On top of that, we also wanted people to recognise that California raisins can be an effective and unique cooking/baking ingredient, highlighting the unique natural sweetness it brings to the dish.

OUR STRATEGY

Market data has shown that influencer marketing is a highly effective channel to increase ROI. About three-quarters of Gen Zers and Millennials follow influencers on social media, and food content is wildly popular. The trick for our team was choosing the right influencers who had a good average on their engagement rate. Then, we built the campaign around generating interest in the brand’s products through highlighting California Raisins as a healthy snacking option and great cooking and baking ingredients.

OUR RESULTS

We matched the brand with suitable talents based on actionable metrics, latest trends & comprehensive validation procedures to market California Raisins to a wider network of audiences and achieve the objectives. Careful planning & quality control was also maintained on our end to ensure the campaign is optimised to deliver the best results and create a worthwhile impact on consumers. The month-long campaign generated 139K reach through influencer engagement and the raisins sold out during Covid on their digital channels.

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