Dec 5, 2019
Pear Bureau Northwest amplifies World Pear Day with new media content

With the fourth annual World Pear Day taking place across the globe on December 8th, Pear Bureau Northwest (PBNW) has developed a handful of new assets to amplify the event across the digital landscape with consumers. World Pear Day celebrations will start in New Zealand and finish in the growing regions of the Pacific Northwest. In addition to sharing live updates about sampling events around the world on the USA Pears social media channels, PBNW has created a short, fun video to introduce the event. The video, available for viewing

here, features a cast of pear characters coming together to announce World Pear Day and will be shared with consumers on YouTube and social media.

“Video content is the dominant form of media that consumers digest, and we wanted to inject a little more fun into our worldwide pear sampling event with a simple and humorous video to generate consumer interest, engagement and excitement,” said  PBNW President and CEO Kevin Moffitt.

Consumers will also be encouraged to use a series of World Pear Day gifs that have been officially launched on the USA Pears GIPHY brand channel. These animated clips are searchable and shareable on platforms such as Twitter, Facebook and even text messages by simply searching for “pears” or “worldpearday”.  

PBNW has been investing resources into developing media content that is fresh, engaging, and forward-thinking. Additional examples include the extreme snacking video, several new recipe videos, the “Hand-Picked Harvest” series focusing on pear growing communities, and live broadcasts on the @USAPears Facebook and Instagram pages throughout the season.

Pear Bureau Northwest is a non-profit marketing organization established in 1931 to promote the fresh pears grown in Washington and Oregon, home to 88% of the US commercial fresh pear crop. The Bureau represents more than 800 grower families and partners with outlets throughout the world in an effort to increase overall success with the pear category.

The organization provides marketing and merchandising expertise that is customized specifically for each retail organization, using its pear consumer research findings as well as individual store analysis using an in-house data system that measures pear category performance nationwide and third-party research to show retailers how they perform versus their competition. Retailers who are interested in partnering with Pear Bureau Northwest should contact them at [email protected] or 1 (800) 547-4610, as well as visit USAPears.org or Trade.USAPears.org.

 





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