39th Annual Marine Corps Marathon
Is Powered By The Peel
In-Store Activation & Integrated Marketing Campaign Grillz Up Some Goodness
Environmental consciousness is important to Turbana, so as the sole banana sponsor, the first item on our list was to ensure that our 30,000 donated bananas would not only leave zero impact, but would also contribute to a better world. Working closely with the Marine Corps Marathon, we were able to establish the largest composting program ever at a public event. All 30,000 Turbana banana’s were collected at composting stations and delivered to local farms.
On Oct. 17th we launched the Powered by the Peel social media campaign in an effort to connect with the runners prior to the race day on Oct. 26th. We sent out the first post with one simple question, “Who are your running for?” That single post received an overwhelming 450 passionate responses. Little did the respondents know, but we were to choose 15 individual comments that would be turned into inspiration posters that would run the last stretch of the 26.2-mile course. The social campaign was a success! Within 10 days, #PoweredByThePeel was seen over 24,030 times and, in total, 383,337 social impressions were garnered surrounding the campaign.
Of course, the entire campaign was supported by our star PR team, which worked to secure press in both trade and consumer media. Between all print, digital and trade publications, “Powered by the Peel” received 15,821,928 total media impressions.