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Making Florida Fresh

Growing brand awareness by 77% with an integrated marketing effort. followfreshfromflorida.com  
Results

A benchmark study confirmed we grew brand awareness by 77% and logo awareness by 51%. The campaign garnered nearly 3,000,000 visits to the new website and more than 455,000,000 total impressions through social platforms, digital banner ads and influencer marketing. Since launching the new site, we have doubled the amount of sessions after our campaign period ends.

Objective

Establish deeper connections between consumers and the Fresh From Florida brand by promoting the benefits of eating local and creating preference for the brand to encourage repeat purchases and social engagements.

Strategy

Take advantage of a combination of interactive channels and tactics designed to reach our audience at relevant moments with timely messages. This content strategy helped grow awareness through branded and promoted video, along with placement that gives Fresh from Florida efficient reach and frequency while providing valuable content consumers can use and share.

Tactics

A multi-phased approach attracted new consumers by encouraging everyone to share their Fresh From Florida recipe creations and experiences. With KPIs being measured on increased website visits and social engagements, we prioritized cost-per-click placements that generated the most efficiency and awareness. Clicks to recipes, likes, shares, view time and the use of #FreshFromFlorida was closely monitored.

FollowFreshFromFlorida.com

To encourage better online consumer engagement, we built a new website as a recipe resource for Fresh From Florida ingredients, while also featuring farmer profiles, gardening tips and agritourism offerings across the state.

Data-Driven Media Planning

Utilizing advanced targeting and shopper data, digital banners reached users when they were most receptive to recipe content  – which increased brand preference and positioned Fresh From Florida at the top of mind when consumers make their shopping lists.

Expanding Our Reach

A variety of media tactics were utilized to reach consumers throughout their shopping journey, from list making to point of sale, strategically placed messaging helped keep Fresh From Florida top of mind among shoppers.

The Perfect Recipe

Maintaining high message frequency combined with point of sale tactics and bloggers’ highlighting Fresh From Florida commodities in store was the perfect recipe for increasing brand recognition and preference among consumers and making sure they know to ask for Fresh From Florida by name.