Be the Next Sweet Sensation

Consumer Activation Target
Moms that approve the brands that their children love

Challenge
Increase awareness of the NatureSweet Cherubs® brand while creating a loyalty bond with moms and their kids. In addition, communicating the “snack-ability” factor of Cherubs was mandatory.

Solution
To generate excitement during the spring season, NatureSweet Cherubs implemented a FUN spring promotion targeting moms and kids (aged 8–13 years old), to enhance the Cherubs brand and to foster consumer online interaction.

To spread the word about the bite-sized tomatoes as the sweetest snacking tomato, NatureSweet launched an “online natural talent show” for kids entitled Be the Next Sweet Sensation. The contest was launched on May 15, 2009 with a fully integrated marketing program, including online microsite, advergames, retail events, FSI, print, PR and radio support in select markets.

Results
The microsite generated more than 14,000 visits, almost 400 consumers opt-in to receive brand information, and the performance videos were watched almost 4,000 times. Our local radio events contributed to two-thirds of the total number of video submissions. Sales of the product exceeded all client projections.