Client: Sunsweet Prunes, Australia
Campaign Overview: Publicity campaign to address the image of prunes
Prunes are world-renowned for being on the whole unsavoury to the taste but an excellent method of relieving unwanted blockages. Unsurprisingly, Sunsweet wanted a change of image.
The PR campaign focused on other health benefits associated with eating prunes in addition to being a fantastic ingredient to many mouth-watering recipes.
An intensive publicity and sampling campaign highlighted the health benefits particularly for pregnant ladies as the fruit is rich in vitamins and minerals. The anti-ageing qualities of prunes were also promoted within health and beauty media, generating a host of coverage in both men’s and women’s consumer publications as well as several radio interviews.