200k+
15.2%
10,850
Brief
- The Florida Department of Citrus wanted to raise awareness of the Florida Grapefruit season in the UK
- Ultimate goal was to drive consumers to trial, supporting sales in Waitrose and Sainsbury’s
- Educate on the health benefits of eating grapefruit and inspire consumption of the naturally sweet fruit through recipes/serving suggestions
Approach
- We collaborated with foodie, family and lifestyle influencers to create content showing ‘reasons to love’ Florida Grapefruit through signature serves
- This content was then repurposed onto the Florida Grapefruit social media channels to populate their profiles with engaging and entertaining content
- Social media advertising supported its distribution to maximise reach and engagement targeting Waitrose and Sainsbury's shoppers that stock the fruit
