Cosmic Crisp Case Study
About the Client
Cosmic Crisp is a premium Washington State apple variety which is shipped worldwide.
Objective
To grow market share in the products home state and highlight the fact that the Cosmic Crisp is homegrown and developed at Washington State University. We also wanted to provide audio and video representation for the growers and agriculture sector in WA State. The Home.Grown Campaign is a celebration not only of Washington State's first truly home grown apple, the Cosmic Crisp, but also a tribute to our wonderful community of growers.
Timing
March – May, and November – December of 2021, the height of the retail market for fresh Cosmic Crisp Apples.
Strategy
Through the power of audio and visual storytelling, the Home.Grown campaign will spotlight local agriculture, drive consumers to retail, and celebrate this unique and truly special fruit. Growers will share their stories, as well as their favorite ways to enjoy Cosmic Crisp Apples themselves. All content will drive back to the “Buy Apples” page on the Cosmic Crisp website
What we delivered:
Cosmic Crisp saw a 22% unaided brand awareness lift within the initial 90 days of the campaign’s activation.
- On-Air Radio Schedules voiced by growers on 98.9 The Bull and Warm 106.9 with over 1.8 million gross impressions and a 13% net reach for adults in the Seattle DMA.
- Visual Story Telling through: Display Ads, YouTube and Social Media to reach the entire state of Washington.
Listen
The Hubbard team made reaching a key market effective for our brand. In particular, the impact of the campaign on YouTube aligned with our goals of increasing engagements on that platform. We look forward to an additional effort later this year to build on these metrics.