Xenia pears are the new favourite thanks to campaign

RAISING THE PROFILE OF XENIA PEARS AMONG DUTCH CONSUMERS

Xenia is a highly versatile, delicious pear that can be eaten all year around once harvested. And it has a long shelf-life. But not everyone knows that. To increase brand awareness and boost pear sales, Xenia approached Food Cabinet to come up with a market proposition and activation strategy for Xenia pears in the Netherlands.

THE CONCEPT: PEAR VS APPLE (AND OTHER HAND FRUIT)

In terms of sales, the apple beats the pear by up to five times, despite the fact that the pear – and the Xenia pear, in particular – scores at least as well when it comes to taste, convenience, bite, sustainability and health. So, it’s high time to set the record straight! In the creative concept, the Xenia pear competes with other popular fruit such as the apple, banana and orange.

The fruits are compared with each other in a humorous and typically Dutch down-to-earth way, with the Xenia pear, of course, beating out the competition to be crowned a ‘must-have’ in fruit bowls up and down the country. It’s tasty, rich in fibre and vitamins and – to top it off – produced locally. The campaign consists of short online video clips and ads on social media. The campaign also featured prominently in bus shelters and on the streets in nine major cities.

THE LOVEABLE BATTLE WITH GREAT REACH

The ads on social media as well as bus shelters in nine major cities ran for a fortnight. The first week achieved a reach of 1,414,791. Social media ads on YouTube, Facebook and Instagram resulted in a reach of 450,432, 3,832,006 impressions and 11,178 click-throughs to the website. The videos were often viewed more than expected, especially on YouTube, delivering a result that comfortably exceeded the target (a 485% increase in views).