Client Need: A comprehensive communications program to help restore consumer confidence in Rocky Ford Cantaloupe™.
Solution: Working with the Colorado Department of Agriculture and the Rocky Ford Growers Association, the BrandWerks Group, along with partner, Mulligan&Co developed and managed an intense, summer-long media effort to revitalize the venerable cantaloupe brand. Activities included public relations programs, culinary events, media tours and interviews, social media, and also television and outdoor advertising. The primary goals of the campaign were to communicate the steps that the growers had taken to ensure product safety and to put a face behind this “always sweet and juicy” cantaloupe brand. Please visit the Rocky Ford Growers Association website and Facebook page to view more. Also, here’s an excellent cover story article that BrandWerks placed that summarizes the entire program. To learn more about our comprehensive communications efforts for the Rocky Ford Growers, and how we might help you, please contact us.