Twitter Party — The Cranberry Marketing Committee held its first-ever #UScranberries Networking Twitter Party on June 25. Key social media influencers @DawnSandomeno (37,700 followers)@partybluprints @coryanneettiene (24,900 followers) were great hosts. Recipes were shared. Prizes were won. @TilbergBen (a.k.a. Ben Tilberg – a cranberry enthusiast from Wisconsin) regaled with interesting cranberry factoids. Keyboards raced, photos uploaded, and the hour flew. Initial ROI reports? Over 4.3 Million impressions made!
School Nutrition Magazine Shout-Out Splash – The June/July 2014 issue of School Nutrition Magazine (Circulation: 50,269, Readership 150,807, Online Impressions: 24,664) featured an article about salads that had a great shout-out splash for CMC’s very own Cranberry Harvest Pasta Salad recipe (pg. 108-109): The beautiful image spans across nearly a page and a half. The image was also featured on page 4 in the contents section plus there was a bonus placement in the Market section.
Pilot Big Y Food Demos – On June 27th from 2:30 – 7:30 pm, the CMC participated in its first in-store recipe demo featuring our summer Cranberry Potato & Cucumber Salad and new recipe cards. “Importantly the demos resulted in sales several times, with people trying the cranberry potato salad and then purchasing dried cranberries!” ~ Alexandria Oppenheimer, Pollock Communications. Some highlights from the first Big Y in-store demo held 6/25:
- on-site dietitians were very knowledgeable and were able to give out a lot of information about cranberries and cranberry usage to share with shoppers; their interactions helped inspire people to think about cranberries in the summer.
- shoppers were vocal that they had never thought of using cranberries in a potato salad but were excited to try it. They were also intrigued by the variety of recipes we had to offer; many people loved the idea of a cranberry smoothie and BBQ sauce for the summer.
- next up Big Y demos July 19 in Monroe, CT, South Hadley, MA and Greenfield, MA
June 26th Farmers’ Market Video Shoot – In 1994 there were 1,755 farmers’ markets in the U.S. Today there are over 8,000. What does this have to do with cranberries not available fresh in the summer months? As part of the CMC’s “top-of-mind” outreach efforts, the CMC is developing a video that shows how cranberries (dried and juice) can enhance farmers’ market summer bounty. “Foodie” Robin Cohen of Doves & Figs conducted a food demo of her original Cranberry Sesame Noodles recipe – an easy-to-make summer dish using dried cranberries and cranberry juice cocktail, fresh vegetables, soba noodles, and tasty seasonings.
Extension Potential? – “Raking” the Internet for content recently revealed an interesting story from BusinessWire. The Le Méridien hotels just launched a first-ever global éclair program in partnership with award-winning pastry chef and new LM100 member Johnny Iuzzini. One of them caught the CMC’s eye – a savory éclair with goat cheese, cranberry and pumpernickel crumbs from Le Méridien. After a little investigative work, it turns out the chef indeed uses U.S. cranberries… Stay tuned for potential amplification.
Social Media Content Build Out – The CMC continues to leverage a rich base of seasonal content culled from our domestic activities as well as international initiatives. Through ‘Likes’ and ‘Shares’ on our CMC social media channels (Twitter, Facebook, Flickr, WordPress, and Pinterest) we are starting to make impactful inroads with fellow “influencers” who are vested in promoting U.S. cranberry content e.g. our recent press release on the award-winning South Korean media tour — over 250 national online pick-ups.
NEW! Premium Dried Cranberry Samples — Our premium dried cranberry samples (28g packets) are due for delivery July 11th — just in time for our upcoming School Nutrition Association Annual National Conference to be held July 13-16 in Boston. If you would like to find out more about sample availability, please contact firstname.lastname@example.org.