Our potent purple berry

With little known about the unique properties of NZ Blackcurrants we implemented a four-month earned PR campaign to grow awareness about the health benefits of eating blackcurrants, highlight how to incorporate them into your diet and promote sales in the consumer market.

As well as message development, the strategy focused on leveraging the untold story of NZ Blackcurrants. We utilised the timeliness of harvest and a range of talent – from growers and scientists to All Blacks and recipe developers – to ensure a sustained but diverse range of storytelling which delivered cut through across broadcast, print and online media.