Industry alliance promotes dried fruit consumption

Published: 17-May-2021

The campaign was fronted by TV presenter Denise Van Outen and promoted by 16 lifestyle, parenting, fitness, and food influencers

The Dried Fruit Alliance has recently completed a month-long marketing campaign, across trade, consumer and social media channels, focusing on the health benefits of natural dried fruit.

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 push discussion around natural dried fruit and the benefits of its consumption. The campaign reached more than 26 million consumers, according to the alliance.

Media interviews with Van Outen on her involvement with the campaign were published in consumer titles like Red Online and Healthy Living, while key messages of the campaign were further amplified across the influencers’ social channels, reportedly resulting in 9 million impressions.

Since the campaign ended, the organisation claims, metrics have shown a 21% uplift in positive social sentiment associated with dried fruit and a 17% increase in google searches for dried fruit in the period that the media influencer coverage went live.

Esther Ritson-Elliott, DFA 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 DFA is made up companies including Whitworths, Californian Raisin Marketing Board, California Prune Board, Pagysa, Aegean Exporters Association, Raisins South Africa, Dried Fruits Australia and Suriaexport Raisin Exporting Group.

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