Corrections Corporation of America, I Am CCA
Identity for Wilbanks Energy Logistics, Wilbanks Energy Logistics Rebrand
Leidos, Inc., Leidos Brand Launch
LEWIS PR for Maynard Webb, Rebooting the Webb: The Launch of the NY Times Best Selling Book, “Rebooting Work”
O'Malley Hansen Communications for Playtex, Be Uniquely You
Voce Communications for Sony Computer Entertainment America, PlayStation Wins Hearts & Minds of Gamers with PS4 Launch
To see all the winners of the
2014 PR Daily Awards click here!
Best Branding Campaign
PR campaign increases blueberry sales
A campaign that successfully employed both traditional media and social media significantly increased sales of the little blue breakfast fruit—and helped it surpass strawberries as consumers’ favorite berry.
The challenge: Double Americans’ blueberry consumption by 2020.
The U.S. Highbush Blueberry Council posed this challenge to PadillaCRT, and the communications firm responded with a rebranding campaign that successfully transformed the fruit from boring breakfast food into Little Blue Dynamos.
For its comprehensive rebranding campaign, PadillaCRT earned first place in the Best Branding Campaign category of Ragan’s 2014 PR Daily Awards.
Doubling blueberry consumption by 2020 is, to say the least, an ambitious aim. To attempt to accomplish it, PadillaCRT first set a few short-term goals: Rebrand blueberries as Little Blue Dynamos, and increase awareness of Little Blue Dynamos among women between the ages of 25 and 45.
As PadillaCRT researched, it discovered that people tend to look to those more stylish than themselves for food and lifestyle advice. PadillaCRT jumped on this finding and hired Alison Sweeney, host of NBC’s “The Biggest Loser” and author of The Mommy Diet, to serve as the campaign’s spokesperson. Sweeney filmed a series of videos touting the benefits of blueberries and encouraging women to eat them. Sweeney also appeared on “The Rachael Ray Show” and Katie Couric’s show “Katie,” as well as in numerous top-tier magazines.
PadillaCRT also partnered with influential mom bloggers to spread recipes and health information, and launched a website, LittleBlueDynamos.com, that shared recipes, facts, tips, and research about blueberries. PadillaCRT also promoted the campaign via social media.
The campaign helped PadillaCRT surpass its goals:
• Awareness of blueberries as Little Blue Dynamos grew from 2 percent in 2012 to 9 percent in 2013.
• Blueberries surpassed strawberries as American consumers’ favorite berry.
• Sixty-nine percent of households purchased blueberries within the last month (nearly double the number for 2008).
• More than half (53 percent) of women age 25-45 purchased blueberries within the last 15 days.
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