Freshcano is a European peach campaign funded by the European Union to promote the nutrition, value and versatility of canned peaches and fruit salads. Europe is the largest global producer of peaches, with 190,000 hectares of land dedicated to their production, and the campaign has been promoted throughout Mexico, Egypt, Singapore, Canada and now London.
Having presented our approach to the campaign representatives at Novacert, the Greek consultancy team was keen to capitalise on our specialist B2C food and drink experience to raise awareness of the nation’s tinned peaches through a press and influencer event in London, with press office support.
We compiled venue costings and information to suit the campaign’s specific event requirements; a menu and cocktail inspired by peaches, presentation facilities, and seating for up to 60 influencers.
We arranged meetings with venues and sampled food options to find the best place for our Greek partners, before choosing the stunning riverside venue of Swan at the Globe – the ideal venue to excite guests with its beautiful view of the Thames.
A key KPI was to partner with a British nutritionist to deliver a presentation on the night. Our choice, consultant registered nutritionist Shona Wilkinson, discussed the nutritional value of peaches as well as the best summer peach recipes, with the content informing our PR run-up to the event.
Selected from our database of food influencers, our specially invited guests were just the right people to raise the profile of the brand through creating their own peach-inspired dishes following the event for maximum impact.
We welcomed full attendance of food, lifestyle and London-based influencers at the event, producing more than 75 Instagram stories and grid posts to hundreds of thousands of engaged followers. The campaign saw coverage in national gold tier title the Daily Express and other consumer media titles, including backlinks to the campaign website.
Guests, including the head of the economic and commercial section of the Greek embassy, received presentations from nutritionist Shona and Freshcano’s campaign representatives in a very successful event.