A Cherry-fic Year for Cherry Time

The Idea

We decided to adopt a rich multimedia, multifaceted approach that was largely influencer led. We have a loyal crew of Cherry Time co-creators, many of whom we’ve worked with in previous years. Our goal was for them to give us a bank of beautiful content to use, plus access to their followers and reach.

The Challenge

Our challenge was to differentiate Cherry Time from its competitors, while keeping focus firmly on the pivotal part cherries play in families’ rituals. We also needed to keep things fresh!

The Solution

Our influencer partners created gorgeous recipe content, ran competitions, and took exquisite product photos. Working with tier one influencers greatly helped us grow our fanbase on Instagram.

In addition, we partnered with Natalie Roos to host a handpicked selection of local influencers, celebs and media to join us for a morning of cherry picking with their families on the farm.

We also partnered with Sweet Lionheart and Maker’s Landing to host two Cherry Time-inspired cake decorating workshops – one for kids and one for adults. This got us further exposure and imagery.

We partnered with exceptional cooks and chefs to co-create a Cherry Time recipe book which included the history of the farm, faces behind it and the growth story of cherries from flower to fruit. We included this in our press pack and made it available for free download on the Cherry Time site.

We released a lovely competition with Fieldbar to win a gorgeous limited-edition Fieldbar cooler in Cherry Time red.

Finally, to drive awareness for Cherry Time’s offerings, build the brand’s credibility and differentiate Cherry Time from competitors we liaised with media to secure editorial coverage.

The Result

• Our Instagram fanbase doubled from 3192 to 6384 fans in just 3 months

• Just under 2 million rands in editorial coverage securing a 4 x ROI

• 130 organic tags on Instagram and over 3000 comments.

• 135 000 consumers reached via our influencer partnerships

• Target of 1800 online cherry sales exceeded with a total of 6336 online sales in total.