Cranberry Institute Bog Blogger
Strategy
As consumer interest in functional foods and healthy eating patterns grows, it is crucial to position cranberries as a superfood with benefits beyond urinary tract health. With ongoing research highlighting their role in gut health, cardiovascular health and immunity, the challenge was to educate both health professionals and consumers about cranberries’ full range of benefits.
To achieve this, PCI developed and expanded the Bog Blogger program, now in it’s 12th year, to foster a network of Registered Dietitian Nutritionists (RDNs) and influential health communicators who authentically share cranberry research, recipes and health benefits. Key strategies include:
- Ongoing Influencer Engagement: Provided bog bloggers with the latest cranberry research, recipes and product samples through seasonal mailings to support their media outreach and social content.
- Social Media & Digital Expansion: Strengthen online visibility by expanding partnerships with new bog bloggers, increasing content on the Cranberry Institute’s Instagram and reinforcing messaging and recipes with #MakeItCranberry across all platforms.
- Earned Media & Thought Leadership: Equipped RDNs with expert insights, leading to increased mentions of cranberries in news articles, blogs, TV placements and other media features.
Results
The campaign successfully reignited dairy’s relevance in modern family life, driving strong engagement and participation:
- 3.6+ million digital and traditional media impressions
- Highly targeted consumer engagement through influencer-generated content
- Strong social participation, with families sharing their personal milk moments
By leveraging influencer credibility, engaging storytelling and digital amplification, #MakeMilkMoments reinforced dairy’s emotional and nutritional value, helping reshape consumer perceptions and purchasing habits.
