Rainier Fruit is introducing a new marketing campaign in an effort to reach health-minded consumers across the US.
The healthy lifestyle based theme, 'Wholesome to the Core', combines social media outreach, retail engagement and event marketing, according to the company.
“Over the past four years, we invested time and energy in strategic long-term planning,' said Mark Zirkle, president of Rainier Fruit. 'The outcome was about more than production plans and capital expenditures; it was about identifying how we grow, not just in our orchards, but in the communities where our fruit is sold.”
As a result of this strategic planning, Rainier has adopted a consumer-focused mission along with the tagline ‘Wholesome to the Core’ and a commitment to marketing and brand development.
Not only will the Boston Marathon, for which Rainier is the official apple, play a key role in this new marketing programme, but Rainier Fruit will expand its consumer outreach throughout the running community at events and grow its online presence with enhanced social media and a new internal blog.
“Our new message is about connecting with individuals seeking a healthy, active lifestyle,' commented Andy Tudor, director of business development for Rainier Fruit. 'Today, the running community is over 19m strong and growing, making it one of the largest and most dedicated health audiences around. As we move the programme forward , it will grow to include new audiences and a variety of healthy activities.”
Expanding on the Wholesome to the Core message, Rainier Fruit recently participated in the Twin Cities Medtronic Marathon and the Portland Marathon, reaching over 100,000 consumers while also partnering with local retailers for in-market promotions and event sampling of organic Honeycrisp apples.
In addition to running events, Rainier Fruit is launching their social media campaign #RunWithRainier which will feature running legend Dave McGillivray, long-time race director for the Boston Marathon. McGillivray will serve as a #RunWithRainier brand ambassador sharing his training advice with consumers, as well as personal stories and motivation from his storied career.
Zirkle noted: “We grow some of the healthiest food in the world and I feel a responsibility to help both my employees and our consumers understand the lifelong value of a healthy lifestyle.” Zirkle continued, “Just like I make healthy farming choices that include sustainable growing practices, I recognise that living our best lives by making healthy choices for diet and exercise is really what Wholesome to the Core is all about.”
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