The Objective:
To increase sales from consumers and the food service industry.

Marketing Strategy:
Increase the awarness to consumer and food service industry by marketing the flavor, stability and health factors of the wild blueberry. Get away from the cute approach and market the berry as a gourmet item.

Creative Execution:
To create a gourmet but traditional look I started with the pocket folder. I art directed the artist to illustrate a wood basket of spilled berries.

The next step was to provide recipes to gourmet cooking magazines. We tested hundred's of recipes and once we narrowed them down, I then art directed the photographer and food stylist of the chosen recipes. The recipes and photos where picked up by "Food and Wine", "Gourmet" and "Bon Appétit" magazines.

We also used the photos in brochures that would help entice the consume that would go in a holder next to the berries being sold at the market. The second brochure would introduce the wild blueberry to the food service companies. This brochure was done in 8 different languages. Once we started to get feed back from the food service brochure, We then created a simple newsletter. This publication's intention was ment to be a quick read and to provide ideas on how to market the berry and to show how other companies are using the blueberry.

The rest of the print colateral shows how we took the photos and created direct mail peices, contests, recipes, food service publicaions and trade shows. We even got on Good Morning America when they came to Portland Maine

Result:
Increased sales by 50% from and food service interest increased by 80% compaired to previous years.

Other WABANA projects:

• Complete Campaign