USA Pears is engaging consumers with its new How Do You Anjou? Instagram contest, which lasts through May.
According to the organisation, the contest is a way to raise awareness and excitement about the availability of Anjou pears during the spring and early summer.
The promotion will emphasise the versatility of the Anjou pear, whether it is being enjoyed in the kitchen or on the go.
"With one medium-sized pear providing 6 grams of fibre (24 per cent of daily recommended value), as well as being a good source of vitamin C, pears make for a delicious and nutritious heart-healthy snack," USA Pears noted.
Kicking off on 4 May and concluding on 7 June, the contest is taking place on Instagram. Participants will be entered to win when they take a picture of their pear and share it with the #HowDoYouAnjou hashtag. They will also need to follow and tag @USAPears.
Shared pictures will be judged on creativity and presentation, and on 8 June USA Pears will select one winner, who will be awarded a box of pears and a USA Pears backpack along with other small prizes. The winning photo will also be shared on the USA Pears social media accounts.
2018 marks the third year USA Pears will be running the How Do You Anjou? contest. It is meant to highlight the Anjou pear as the most ubiquitous pear variety nationwide, and also as the US variety still available in the spring.
"Late spring is the perfect time to remind consumers that Anjou pears are still available at many grocery retailers," said USA Pears marketing director Kathy Stephenson. "Asking people to share pictures of their pear on social media is a fun and engaging way to remind them about the versatility and nutritional benefits of Anjou pears. With How Do You Anjou?, we are also encouraging people to think creatively about the unique places they can enjoy a pear."