Handful of Summer campaign reportedly generated 30.5mn views and reached 8.7mn people via Instagram and TikTok
Early results for a new campaign to promote berries to consumers in the Netherlands, Belgium, and Germany have already exceeded expectations, according to the group behind the project.
In a press release, Dutch marketing group GroentenFruit Huis said its Een Handje Zomer (‘A Handful of Summer’) promotion had attracted “massive” views on Instagram and TikTok, reaching 8.7mn people.
“With fresh images, clear communication, and local social posts in each country, we showed that soft fruit is healthy, delicious, and versatile at any time of day,” it said.
The three-year campaign’s content is understood to have secured 30.5mn views in just the first few months since its summer launch, which means its reach target for the first year has already been achieved.
“It’s striking that we not only achieved wide reach through social content creators, but the target audience also showed interest by saving the videos: more than 19,000 views to date,” it added.
Recipes like the strawberry galette and blueberry bars apparently proved particularly popular, and brought the campaign’s three themes of convenience, health, and enjoyment to life.
Despite that success, GroentenFruit Huis said it also saw areas for improvement – for example in terms of website visitor engagement and connecting the consumption of berries to specific moments like breakfast or exercise.
