Encouraging consumers to Check the Neck to enjoy pears at perfect ripeness.
A 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.
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 Miami to Seattle. In each city, we worked with food retailers in highly trafficked locales to conduct consumer sampling, and top chefs to create custom pear tasting menus for media. To maximize reach, we Tweeted and Facebooked in real time, while capturing video footage for USA Pears’ YouTube channel.
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.