Wishnatzki Farms, a Florida strawberry farm, launched a digital campaign this week to promote its new consumer brand name, Wish Farms. The effort includes e-mail, social media, viral videos and giveaways.
The company is changing its brand label from Wishnatzki Farms to Wish Farms because it is easier to pronounce, said Karen Woodworth, account director at ChappellRoberts, a Tampa, FL-based agency that worked on the campaign. The company’s strawberries, bell peppers, squash and tomatoes will now feature the revamped brand name and its mascot “Misty, the Wish Farms Garden Pixie.”
To introduce the brand positioning, Wish Farms is conducting an effort, launched January 19, that incorporates e-mail, social media and humorous online videos. The video clips, posted at www.WishFarms.com and www.YouTube.com/WishFarms, introduce Misty through the eyes of her pixie warehouse co-workers.
“We wanted to make an emotional connection with the consumers and encourage interaction in a way that would be memorable,” said Woodworth.
The campaign targets consumers, as well as grocery store buyers. To help generate awareness, Wish Farms gave out 200 boxes of strawberries on January 19 at the University of South Florida.
The campaign also contains a cause component. Students who received samples were asked to watch the videos online and to send them to their friends. For every view that occurs in the next week, Wish Farms will donate $1 to the First Generation Matching Grant Program, a Florida educational charity.
The effort’s concept is to get students to watch the videos and share them with their friends, added Woodworth.
“We wanted to find a way to raise awareness very quickly and directly with consumers,” she said. “This was also a way to launch the brand locally.”
On WishFarms.com, visitors are called to visit the Wish Farms Facebook fan page, as well as to sign up for the brand’s e-mail newsletter. Woodword added that the company will keep the names and contact information of consumers who opt-in, but said it was too early to provide details on possible future efforts.
The initiative will run through the end of March, the conclusion of strawberry season.
A representative from Wish Farms could not be immediately reached for comment.
