Amber Maloney Discusses Wish Farms Launch of New "Life is Sweet" Campaign
PLANT CITY, FL- “Starting this season, we are really pushing a focus on flavor, and the consumer eating experience,” Amber Maloney, Director of Marketing for Wish Farms, tells me as we discuss what is on the horizon for the berry purveyor in the coming year.
After collecting information through taste tests and studies, Amber says the main takeaway is that consumer’s palates are demanding quality flavor and eating experience. In response, Wish Farms is stepping to the plate with its Sweet Sensations strawberry variety, with expanded acreage this season. Developed by the University of Florida, the variety boasts a large size, bright color, conical shape, and high sugar content that retailers and consumers love.
“People are commenting and the overwhelming feedback is that the Sweet Sensations strawberry variety has excellent flavor. It is known for being sweet, and consumers and retailers alike love it,” Amber expands. “We want Wish Farms to be known as the brand which is focused on flavor for consumers.”
Tapping into this experiential focus, the company is also launching the new “Life is Sweet” two year campaign, consisting of fresh themes and contests every month or two. The campaign is focused on engagement, and seeks to capture the experience that consumers are looking for.
To kick off the “Life is Sweet” campaign, Wish Farms is currently running a soft launch of the #SweetMoments hashtag in conjunction with the holidays. Consumers are encouraged to post pictures and engage the brand, posting anything related to berries, food, family, or traditions in light of the holidays. Participants have the chance to win a Fujifilm Instax Camera.
“We want people to engage with our brand, and really tap into the ‘sweet’ theme,” Amber says.
Up next, the theme will shift to the #SweetStart hashtag in the new year. With health top of mind in consumers new year's resolutions, the company will feature healthy berry recipes, nutrition tips, and tie in a consumer contest.
Retailers looking to have a foothold in the engagement campaign can reach out to the company to inquire about availability for the new high-gloss, and high-graphic Point of Sale materials. The POS materials are designed to engage shoppers, and turn the produce department into a destination that will have consumers returning for more.