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The campaign – which was fronted by TV presenter Denise Van Outen and promoted by 16 lifestyle, parenting, fitness, and food influencers, the #eatmoredriedfruit promotion – was launched in January to help create positive discussion around natural dried fruit and the benefits of its consumption. It reached more than 26 million consumers, according to the Dried Fruit Alliance.
Media interviews with Van Outen on her involvement with the campaign were secured in key consumer titles such as Red Online and Healthy Living, achieving a combined reach of 17.7m. The Dried Fruit Alliance’s key messages were further amplified across the influencers’ social channels, resulting in 9 million impressions, and high levels of engagement.
Esther Ritson-Elliott, Dried Fruit Alliance executive committee member and director of international marketing and communications for the California Prune Board, said: “We’re delighted with the results of the campaign and the total number of consumers we have reached. It’s helped us to underline the role natural dried fruit can play in everyday diets, and its versatility in use as both an ingredient and snack.”
The Dried Fruit Alliance is made up of industry leaders including Whitworths, Californian Raisin Marketing Board, California Prune Board, Pagysa, Aegean Exporters Association, Raisins South Africa, Dried Fruits Australia, and Suriaexport Raisin Exporting Group.
