Interactive Social Media Campaign

THR33FOLD and Fyffes Partner to Break Record for Largest Pineapple Display with Interactive Social Campaign

Summer Recipes Reinvented One Pineapple at a Time

THR33FOLD teamed up with Fyffes, to disrupt the normal shopping routine of customers in the Bristol area with an interactive social media campaign and record-breaking in-store display. With the Fourth of July right around the corner, the initiative sought to encourage shoppers to reinvent their standard summer recipes to incorporate fresh Gold Pineapples.

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.

120 people joined the conversation on social using the hashtag during an hour-long twitter chat with influencers in the food industry, conscious consumers and seven nationally recognized food bloggers.

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.