LANE solidified Tree Top’s positioning as a premium provider of apple products by highlighting the co-op’s dedication to using only USA-grown apples. The agency also reinforced Tree Top’s community commitment by engaging customers online and off in a national recipe contest. America’s Best Firehouse BBQ Cook-off sought the best barbecue recipes incorporating Tree Top apple products from an icon of Americana: the firehouse. A $10,000 prize to benefit a firehouse or its community was up for grabs.
LANE targeted Tree Top’s priority markets and executed the program in phases, developing media opportunities at each turn. Finalists received video cameras and created videos—posted to YouTube—showcasing their recipes and Tree Top products. LANE combined traditional media relations with social media outreach to garner entries and encourage voting, particularly in finalist communities.
America’s Best Firehouse BBQ Cook-off generated a surge in website traffic for Tree Top, with visits up approximately 400 percent relative to typical high-traffic periods. The campaign culminated in nearly 70 unique placements representing more than 27 million media impressions. Ultimately, the contest created loyal Tree Top brand ambassadors in firehouses and communities from coast to coast.
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