Social Media Campaign #FyffesGoldenTicket

THR33FOLD launches Fyffes brand in North America with national Instagram scavenger hunt

The Adventurous Hunt for #FyffesGoldenTicket

Turbana, the leading importer of tropical produce in North America, officially became “Fyffes North America” at the end of 2016. With the brand transformation came the opportunity for a national rollout under the Fyffes label, a household name in Europe with a 100-year history.

People in the U.S. had grown to love the Turbana brand, with more than 45,000 banana-enthusiasts across Facebook and Instagram. We wanted passionate Turbana-lovers to get excited for Fyffes through social media, igniting the adventurous shopper within North America.

At the beginning of 2017, we launched #FyffesGoldenTicket, a Willy Wonka inspired Instagram scavenger hunt. Fyffes’ heritage facts or “clues” were placed on the social platform to pique curiosity through a gamified experience. If the clues were uncovered, engaged consumers could win a trip for two to Costa Rica.

The adventure moved from the social space to Fyffes’ North American retailer, Sendik’s Food Market, which had hunt clues hidden in all 14 locations. The markets featured in-store signage, recipe demonstrations, and prize-winning recipe card scratch-offs.

People from throughout the U.S. joined the Instagram scavenger hunt for #FyffesGoldenTicket. By the end of the journey, we had reached close to a million people, gained an additional 13,000 followers on Facebook (a 27% increase), and strengthened our following on Instagram by 1,782 (a 415% increase). We extended the Fyffes community from one continent to another and invited fellow foodies to discover Fyffes in North America.

14
Sendik’s Food Market locations across the U.S.
13000
Additional followers on Facebook
415%
% Increase on Instagram