Last autumn, blueberries took center stage in a high-profile media spotlight thanks to the “Tastiest Snack Alive” campaign, launched in the US in collaboration with People. A cross-media project spanning print and digital, which reinterpreted the iconic “Sexiest Man Alive” format through a food lens, turning berries into a desirable snack at the heart of pop culture.
The objective of the campaign was clear: to go beyond traditional promotional boundaries and position blueberries within a broader cultural conversation. A strategy built on irony, storytelling, and the blending of entertainment and food, helping strengthen the product’s positioning as a modern and appealing choice.
Campaign performance
The results confirm the effectiveness of the initiative:
- 18 million total impressions
- 12 million users reached
- 45,000 total interactions
- 51,000 clicks generated
Particularly noteworthy was the performance of video content on Instagram and TikTok, which recorded an engagement rate of 0.43%, more than double the industry benchmarks.
Beyond quantitative data, significant signals also emerged in terms of product perception. The campaign achieved a 91% aided brand recall, exceeding category averages. In addition, 86% of respondents considered blueberries consistent with the proposed content.
A key element concerns willingness to pay: users exposed to the campaign showed a higher propensity to consider blueberries “worth the price”, thus reinforcing the product’s perceived value.
The communication successfully engaged different demographic segments, particularly healthy cooking enthusiasts and women aged 18 to 25. This highlights the potential of blueberries to connect with younger, wellness-oriented audiences, increasingly central in consumption trends.
The success of “Tastiest Snack Alive” demonstrates how even an agricultural product can gain visibility and appeal through creative and culturally relevant strategies. For the berry sector, this is a strong signal: innovating the language of communication can translate into higher perceived value and new market growth opportunities.
