Challenge
A recent survey conducted on behalf of client Pear Bureau Northwest/USA Pears, revealed only 16 percent of pear consumers know how to tell when a pear is ripe. This startling statistic put us on a mission to teach consumers and media how to “Check the Neck” and enjoy pears at their perfect point of ripeness!

Solution
We mapped out an eight-city educational extravaganza, “The Time is Ripe for Pears” Tour, which had consumers gently pressing thumbs to pears for ripeness testing, and media giving big thumbs up to our pear dinners, from Boston to Seattle. In each city, we worked with top chefs to create custom pear tasting menus for media. And to maximize reach, we self-published, tweeting and Facebooking in real time, while capturing plenty of video footage for USA Pears’ YouTube channel.

Photo by Doniree Walker

Click here for a recap and pictures of each tour stop!

Results
Thousands of ripe pear slices later, the tour successfully engaged with 100+ top media and bloggers across the country, achieved a multitude of articles and blog posts on proper pear ripening, amplified the ripening message via social media platforms and ultimately engaged with thousands of consumers.

Just a sampling of our juicy coverage…

Boston
NYC
Atlanta
Miami
Philadelphia
Chicago
Portland
Seattle