Fresh campaign sees pears rain down animated Times Square billboards and across Manhattan buses
In early December, USA Pears launched a fresh campaign timed to coincide with both the New York Produce Show and World Pear Day.
Featuring a colorful array of pear varietals, the campaign brought together animated digital billboards, bus displays, influencer partnerships and social content to inspire fresh pear consumption.
“Pears have been flying under the radar in recent years, but this wholesome and nutritious fruit deserves to shine, so we decided to take it to one of the world’s biggest stages: New York City,” said CarrieAnn Arias, president and CEO of USA Pears. “With a fresh, fun campaign, we reintroduced the city to a fabulous homegrown fruit that is ready to add flavour, fibre and versatility to the table at the upcoming holidays and all year long.”
From 1 December to World Pear Day on 6 December vibrant pears rained down animated digital billboards in Times Square and West 52 Street and Broadway and appeared on bus displays shuttling conference goers through Manhattan.
The advertisements, when combined, are estimated to have been in front of foot traffic approaching 4.8mn people, according to USA Pears. Partnerships with five selected digital influencers further amplified the variety, versatility and nutritional benefits of the Northwest-grown fruit, while USA Pears’ presence at the New York Produce Show and Conference, on 2-4 December, provided attendees with ample opportunities to sample the range of textures and tastes cultivated by dedicated growers.
“Our grower families, as well as our packer and distributor partners, take real pride in providing consumers with a fresh fruit that can contribute to a healthy lifestyle in so many applications,” continued Arias. “Always juicy and flavourful as a fresh snack, pears can also be incorporated into everything from smoothies and salads to sandwiches, entrees and desserts.”
The multifaceted campaign comes on the heels of a brand and website refresh.
