The interactive campaign launched across Facebook, Twitter, Instagram and Pinterest, reaching 14 million people within just four days. At the store, shoppers could snap “selfies” in front of the record breaking display and post using the hashtag “#pineappleworldrecord” to win prizes.
Chat participants exchanged their favorite summer pineapple recipes and tips to boost nutrition by incorporating pineapple into non-traditional recipes.
The combination of the efforts both in-store and online encouraged people to eat healthy over the holiday weekend. The summer season saw a 10% increase in store traffic and record sales for fresh pineapples.