Video series spotlighting pear growers and industry’s commitment to flavor garners PR News Award
PORTLAND, Ore. – June 24, 2021 – USA Pears is excited to announce that the organization has been awarded Best In-house Digital Marketing Campaign for its Virtual Flavor Experience videos from PR News and the Social Shake-up’s 2021 Digital + Social Media Awards. The videos also won honorable mention in the overall video category, against strong entries from major brands. The annual awards recognize the most innovative and industry-altering digital communicators and campaigns.
The videos were developed in-house to highlight the people and places that make the Northwest pear industry so unique with a primary objective of creating tantalizing pear moments. Many consumers are also interested in learning where their food comes from, and the video series emphasized the flavor and versatility of pears with the joy of biting into a deliciously ripe pear being shared by the people that grow them. The videos were used extensively on the USA Pears organic and paid social media channels, as well as shared with retailer digital marketing platforms.
“Our organization takes great pride in the creative content we produce in-house. We are honored to accept this award for a campaign that we feel showcases the passion of Northwest pear growers and features the amazing flavor and versatility of fresh pears that they grow,” said Neil Ferguson, Creative Marketing Manager at USA Pears, who conceptualized, wrote, produced and directed the videos. “With the elimination of in-person consumer sampling opportunities this past year, we brought the virtual flavor experience to shoppers directly from the orchards. With this award-winning campaign and a successful season wrapping up, we plan to continue developing beautiful content highlighting the unique flavor and versatility of fresh pears.”
In addition to winning Best In-house Digital Marketing Campaign, USA Pears and Pear Bureau Northwest received honorable mention for the Instagram Campaign category for their Instagram Augmented Reality (AR) feature, “What’s Your Pear-sonality”. These honors reflect the organization’s continued investment into digital content that is fresh, engaging and forward-thinking. They were featured alongside content that included the season’s targeted ads highlighting pear varieties and flavor traits, over 400 shoppable recipes, featured influencer campaigns, and digital promotions with retailers.