Gourmet fruit provider Harry & David has redesigned its brand image to create conversations with customers, appeal to a broader range of shoppers, and cultivate meaningful relationships. Centered around the power of sharing, the new brand image is focused on engaging with customers on an emotional level and demonstrating the unique attributes the company has to offer. The company has produced peaches, pears, handcrafted baked goods, and wine from its Southern Oregon orchards for more than 80 years.
“Harry & David offers an incredible array of distinctive products to help customers deliver smiles every day of the year,” says Michelle Farabaugh, CMO at Harry & David. “In repositioning the brand around the value of sharing, we hope to relate to customers in a new way, articulate our distinct points of differentiation and ultimately welcome new shoppers. After all, the best way to build relationships with people is to share.”
Key components of the company’s new Share More brand position include a video introducing the Share More concept, a series of Dinner of the Month events, a national sweepstakes with sixteen winners, and a social media campaign.
The video, entitled “Open Door,” gives customers a glimpse into the products and employees behind the Harry & David brand. From the orchards to the kitchens, the video demonstrates what the company does and the important role each worker plays in sharing the brand’s one-of-a-kind offerings with customers. The video, along with a behind-the-scenes making of the video, may be viewed here.
The Dinner of the Month events will be hosted in local communities by Harry & David. They are designed to enable food aficionados to explore the company’s offerings through custom menus designed by talented chefs. Menu items include duck leg confit a l’orange using the company’s Cara Cara oranges, desserts made from Harry & David fruit preserves, and a variety of other specials. For ticket information and to reserve a spot at a local dinner, gourmet connoisseurs can visit the Dinner of the Month information page.
Customers can also share in the abundance of the fall season by participating in a nationwide sweepstakes, which offers sixteen winners the opportunity to receive special gifts delivered to their homes. The grand prize winner will receive a customized gift basket and other products valued at over $1,000. The five runners-up will win a custom gift basket valued at $500. The ten additional winners will receive a Harry & David Royal Riviera Gold Pear gift. Full details, including how to enter, may be found here.
In addition, Harry & David will use social media channels to share its history, latest videos, upcoming events, new products, and exclusive content. Fans can join in the conversation, share their own stories, photos, and more on Facebook, Instagram, and Twitter using #ShareMore.