Argentinean Blueberry Committee Ad Campaign
The Argentinean Blueberry Committee (ABC) is an association of Argentinean exporters and growers who are collaborating with the purpose of growing their country’s export volumes and promoting the availability, quality and reliability of Argentinean blueberries in the U.S. and around the world.
With a ready supply of domestic fruit available into September and the well established presence of Chilean blueberries during the U.S. winter off season beginning in November, the challenge was to carve out a niche for the Argentinean supply to differentiate it from other exporters in the southern hemisphere. It was also a requirement to establish a consistent voice representing Argentina, upon which retailers could rely for updates and crop information.
Full Steam began by establishing a theme for the ABC campaign that would resonate with retailers and provide consistency across all deliverables, including a print and online ads, a public relations campaign and an eNewsletter communication.
Since Argentinean blueberries are the first available off season blueberries, shipping in September, Full Steam inked the theme “Fall for Argentinean Blueberries,” which uniquely positions Argentinean blueberries as a U.S. fall fruit.
The campaign look and feel delivered a rich backdrop of premium blueberries topped with fall foliage to establish the visual aspect of the season.
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