Publication Date: 2007
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2007 Silver Anvil Award Winner – Marketing Business to Business – Other (categories not elsewhere defined)
The Cranberry Marketing Committee (CMC), representing U.S. cranberry growers, retained Publicis Consultants | PR with the goal of increasing domestic consumption of fresh cranberries and cranberry products. We honed in the greatest motivator for dietary change – advice from a health professional. Through research, we identified critical subgroups to reach (dietitians, nurse practitioners and physician assistants) and learned what communications tools would be most appreciated. By performing direct outreach, as well as placing health and nutrition stories in the publications their patients read, we delivered on all tactical measurements and contributed to clear economic value for U.S. cranberry growers.