Challenge
Drive sales for Cherrygood through educating consumers on the product’s health credentials.
Approach
A programme of media stories was created to drip-feed consistent messages regarding the health benefits of Cherry juice. Liaison with health editors to inform on clinical trials on the nutritional content of Montmorency cherries delivered a strong health angle while lifestyle editors were targeted with themed press releases to fit editorial calendars alongside scheduling desk sides to sample the product.
Results
Within two weeks of working with Cherrygood, Mason Media secured two national pieces of coverage from health correspondents detailing the health benefits of drinking cherry juice. The immediate benefits of a 13-25% sales uplift was seen across all retailers. Further coverage across health, sports and lifestyle media has continued to keep the brand front of mind.
