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Campaign encourages growth in dried fruit category
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17th May 2021
A campaign focusing on the health benefits of natural dried fruit has resulted in a 21% increase in positive social sentiment associated with the category and a 17% increase in Google searches for dried fruit.
The campaign – which was fronted by TV presenter Denise Van Outen and promoted by 16 lifestyle, parenting, fitness, and food influencers, the #eatmoredriedfruit promotion – was launched in January to help create positive discussion around natural dried fruit and the benefits of its consumption. It reached more than 26 million consumers, according to the Dried Fruit Alliance.
Media interviews with Van Outen on her involvement with the campaign were secured in key consumer titles such as Red Online and Healthy Living, achieving a combined reach of 17.7m. The Dried Fruit Alliance’s key messages were further amplified across the influencers’ social channels, resulting in 9 million ....

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