The Australian Blueberry Growers Association (ABGA) delivers more than 6,000 tonnes of Australian blueberries to consumers across the country each year. littleBIG’s job? Increase consumption!
As part of littleBIG’s strategic marketing campaign, we developed #AustralianBlueberries gift packs featuring all the ingredients needed to create an easy, healthy nice-cream recipe (jam-packed with Australian blueberries of course!).
Each gift pack contained styling items, as well as decorative edible flowers for extra Insta-worthiness.
A postcard with steps to creating the ultimate blueberry nice-cream was included, with styling inspiration from @elsaswholesomelife.
littleBIG developed a list of 100 Melbourne-based influencers with high engagement in the food/lifestyle space for the send-out. A whopping 51% posted, sharing their nice-cream creation, tagging @australianblueberries.
The seeding campaign reached over 1.2 million people with a PR value of over $350,000.
The @australianblueberries Instagram account following increased by 50% over the two weeks post send-out.