Background: In October 2012, after the summer cantaloupe season, BrandWerks conducted a follow-up A&U tracking study to measure the effectiveness of the comprehensive, summer long Rocky Ford Cantaloupe™ brand revitalization campaign. The Wave II study design was the same as the initial benchmark study conducted in April 2012, with slight variation.
Key Insights and Results: Consumer purchases and perceptions increased significantly:
A significantly positive shift in purchase interest in cantaloupes from Wave I to Wave II.
Wave I top 2 Box purchase interest for cantaloupes: 86%
Wave II top 2 Box purchase interest for cantaloupes: 91%
More consumers actually bought Colorado cantaloupes than said they intended to:
Wave I – plan to buy Colorado cantaloupes this coming summer: 44%
Wave II – actually bought Colorado cantaloupes this summer – 2012: 62%
Based on this research, and other evaluation measures, the brand revitalization campaign met its intended objectives and was considered successful.