By using impactful promotional campaigns to highlight the natural and nutritious benefits of California Prunes, the California Prune Board (CPB) is helping the trade to tap into this growing market, with its high-quality prunes delivering value for importers, retailers, food manufacturers and consumers worldwide.
The CPB tailors its export promotions by market, utilising a network of Registered Dietitians, social media influencers and brand ambassadors to highlight the science-backed nutritional benefits, premium taste and versatility of California Prunes across a range of marketing channels.
Esther Ritson-Elliott, Director of International Marketing and Communications for the California Prune Board, explains: “The Board has been investing in promotional activities in key export markets for nearly 30 years."
"Each activity is tailored by country and audience, using a multichannel approach to reach consumers where they are, boosting brand awareness and helping the trade to increase sales of California Prunes.”
In Italy, where consumers seek premium ingredients, partnerships with food influencers, chefs, and brand ambassadors are helping to fuel the popularity of California Prunes, whereas ongoing collaborations with leading Italian athletes are shining a spotlight on their health benefits.
In Canada, the CPB has combined the trusted voices of Registered Dietitians and the mass reach of television with healthy recipe segments showcasing the versatility of California Prunes on popular regional TV shows.
Meanwhile, an education programme has been rolled out across 400 Ontario health clinics, with factsheets used to educate patients on the positive effects a handful of prunes daily can have on bone and gut health.
In South Korea, where 94% of consumers use the Internet, a partnership with the popular Naver blog platform brings California Prunes in front of consumers and parents searching for recipe ideas, while a product placement partnership with the popular TV cookery show, Altoran, showcases the versatility of California Prunes in Korean dishes.
In Japan, where the quality and origin of food are particularly prized, TV and digital advertising campaigns have already been used to great effect this year, delivering impactful messaging to a combined 80 million consumers.
The campaign creative is further reinforced with retail POS materials and the California Prunes logo, which is available for on-pack use.
“California is recognised for delivering consistent quality, size and great-tasting prunes,” Esther explains.
“This has earned us a strong reputation among trade partners and consumers alike, thanks to our reliability and California Prunes’ rich, smooth flavour.”
The CPB’s global marketing strategy drives top-of-mind awareness, connects with consumers,and builds loyalty, driving ongoing value for its partners.
Now the Board is gearing up for further multichannel marketing programs set to drive success for trade partners around the globe.