The Cherries Marketing Institute partnered with Competitor Group to accomplish two objectives:
- Educate endurance athletes on the health benefits associated with tart cherries
- Create a new audience of tart cherry consumers
Together, we created an integrated media campaign that distributed unique and engaging content via Competitor’s print, digital and social platforms.
Montmorency Tart Cherries ran four full page brand ads in each of Competitor Group’s titles – Competitor, Women’s Running, Triathlete and VeloNews.
Four 1/3-page advertorials accompanied each Montmorency Tart Cherries brand ad. Custom advertorials provided readers with uses for tart cherries, and featured brand ambassador and endurance expert Matt Fitzgerald’s recommendations for how to integrate tart cherries into your diet.
Competitor Magazine Recipe Insert
Competitor Group worked with Montmorency Tart Cherries to create an 8-page recipe booklet that was inserted into the March issue of Competitor. The booklet aggregated the top recipes from ChooseCherries.com, highlighted tart cherry health benefits and why they are relevant for endurance athletes, provided practical tips for how to integrate tart cherries into your diet and featured recommendations from Montmorency tart cherries brand ambassador and endurance expert Matt Fitzgerald.
Brand Ambassador: Matt Fitzgerald
Competitor Group leveraged its relationships in the endurance space to surface a variety of brand ambassadors for Montmorency Tart Cherries. Competitor Group’s extensive network provides brands with a variety of bloggers and experts in the space.
Montmorency Tart Cherries wanted an ambassador who was male (to balance out existing partnerships), an authoritative expert who was actively involved in the space and had a significant following and someone who had a focus on nutrition. Ultimately, Matt Fitzgerald, an avid consumer of tart cherries, was selected to represent the brand.
Matt Fitzgerald promoted Montmorency Tart Cherries in a variety of ways over the course of the campaign:
- Posts for ChooseCherries.com
- log articles
- Competitor.com articles
- Posts on his social channels (Facebook and Twitter)
- Quoted in press release announcing partnership
Additionally, Matt contributed to the partnership by making recommendations, providing quotes and feedback on content marketing materials throughout the program.
Sponsored Social Posts
The campaign extended to Competitor Group’s audience on social channels via sponsored social posts highlighting health benefits of Montmorency Tart Cherries and provided users with recipes to inspire them to add tart cherries to their nutrition plan.
Social posts spanned across all four of Competitor Group’s media brands, Competitor, Women’s Running, Triathlete and VeloNews, on both Twitter and Facebook.