The California Prune Board (CPB) will continue working with several Italian and UK-based social media influencers and brand ambassadors throughout the coming months. The decision follows the success of the initiative in 2020/2021, CPB says.
In Italy, the collaborations saw the company reach an audience of more than five million consumers in the last 12 months, with fitness influencer,Davide Campagna, and food influencers, Sonia Peronaci and Teresa Balzano, creating workouts and recipes and hosting online social media events to boost interest in California prunes.
CPB is also continuing collaborations with three key brand ambassadors. Chocolatier, Stefano Collomb, recently appointed ambassador and chef, Andrea Mainardi, and nutritionist, Dr Annamaria Acquaviva will work with the company to demonstrate the promote the product to Italian audiences.
Esther Ritson-Elliott, the CPB’s Director of International Marketing and Communications, said: “We have had some real success with our influencer and ambassador marketing campaigns in terms of reach and engagement, and we’re delighted to build on the partnerships we have forged with key figures from the food, fitness and nutrition sectors. We are also looking to work with influencers operating in the women’s health and wellbeing arenas, as we seek to showcase how California Prunes can be incorporated into everyday lifestyles.”
The company will also continue its longstanding relationship with UK-based chef, Peter Sidwell. Sidwell’s work so far has seen the creation of sweet and savoury recipes and videos for trade and consumer audiences in the UK.
CPB is also exploring collaborations with leading food and healthy lifestyle TikTok influencers and has plans to continue with its YouTube advertising campaign, following a stint in Italy earlier this year.
