Challenge
Develop relationships with top chefs to build pear “advocates” in key geographies where USA Pears are marketed; generate awareness for fresh pears.
Solution
Leveraging the influence of the “celebrity” chef in today’s foodie circles, Harvest created the Pear Panache program. This PR machine recognizes top fine-dining chefs with the most flair with the pear. Harvest solicited and tested original pear recipes to be featured on the new Web site, www.PearPanache.com. Once these recipes were masterfully displayed on the site, we merchandized biographies, tips and images with food media nationwide.
Results
Pear Panache was so successful that it has become an annual promotion. In its first season alone, the program earned more than 6.5 million media impressions, attracted more than 30,000 unique Web site visitors and cultivated invaluable chef relationships.
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