Dutch fresh produce company The Greenery is keeping its Verse Oogst (Fresh Harvest) marketing message in tune with consumer trends by launching Summer Fruit Festival, its first ever online campaign designed to make a clear connection with the booming outdoor festival business.
For the duration of the festival season, Verse Oogst will offer consumers inspiration in the form of recipes, blog posts and so-called ‘snackable videos’ about summer fruit.
The strategy is aimed at encouraging consumers to discover that summer fruit is not only suitable for breakfast, but also as a post-dinner dessert or indeed as part of any dish or drink.
“The Greenery has developed a campaign and mini-platform entirely in festival style to reach (younger) consumers with surprising recipes for eating moments throughout the day,” the group explained.
The 'line-up' for the festival consists of strawberries, cherries, blueberries, redcurrants, blackberries and raspberries.
“These products are central to recipes for breakfast pizza, hearty spring rolls, freakshakes and more,” the group added.
In addition, award-winning bartender and cocktail expert Tess Posthumus has developed three summer fruit mocktails especially for the festival, which she will be promoting through her own marketing channels.
Verse Oogst will also provide consumers with a virtual backstage pass, allowing them to see behind-the-scenes footage of the products as well as growers, and the festival even has its own Spotify playlist.
