Influencer Engagement

OneHarvest: A Case Study

oneharvest

Grapevine recently worked to launch Love Beets pre-prepared beetroot for agribusiness company OneHarvest to support sales across Coles and Woolworth’s nationally.

We utilised a combination of traditional consumer and retail trade media outreach, together with a food blogger review program, dietitian key influencer outreach as well as an agriculture resurrection campaign to generate a multitude of stories targeting various stakeholder groups.

In order to ensure continuity of messaging throughout the in-market launch phase, we also strategically managed Love Beets social media across Facebook, Twitter and Instagram reaching more than 250,000 consumers.

The six month campaign resulted in more than 81 brand features across print, broadcast and online media nationally, with key highlights including articles in The Age, Sydney Morning Herald, Brisbane Times and Canberra Times Online, as well as a lifestyle feature in the Sunday Herald Sun Style magazine, and dietitian editorial endorsement on Melbourne’s 3AW.

Overall, the campaign reached more than 27M consumers through earned media and achieved an editorial value of more than $841,000.

OneHarvest worked with Grapevine on a six month-long campaign for the launch of our Love Beets range of products. We were absolutely delighted with the strategy they developed for us, the results they generated and the way they worked with us to get the most out of the campaign. They present very professionally, have outstanding media relationships, particularly in the food area, and a great knowledge of how the media and media landscape works. Nothing is too much trouble and we loved the way that they were flexible when we threw curve balls into the campaign plan, while still being firm in their recommendations, so as to maximise outcomes. We would use them again without hesitation.

– Brenda Walker, GM Corporate Marketing & Communications, OneHarvest