Dreyer’s Communities Take Root

CHALLENGE

Drive awareness of Dreyer’s/Edy’s Fruit Bars and introduce new flavor varieties – Pomegranate and Blueberry Acacia – through health conscious, community oriented, environmentally friendly campaign.

SOLUTION

Developed “Communities Take Root”, a national environmentally friendly contest in partnership with Fruit Tree Planting Foundation, to broaden reach, establish loyalty and credibility for brand. Dreyer’s/ Edy’s supplied Fruit Tree Orchards to communities in need of a fresh fruit source for years to come. Leveraged powerful and compelling stories to garner media coverage/awareness.

RESULTS

Exceeded goal in first month of campaign. In less than 3 months, 70,000+ consumers went online to vote for an orchard in their community. 25 Fruit Orchards were planted in 2010 and 25+ planned for 2011. Media responded very positively to the campaign, with 40+ million impressions in diverse topical areas: Family/Parenting, Gardening, Education, Community.