From Unknown to Unmissable: Growing Red Anjou Awareness Worldwide
USA Pears
The Red Anjou pear had a visibility problem. Unlike its well-known green and yellow counterparts, Red Anjou suffered from low consumer awareness, compounded by its name, which suggested a brighter hue than its natural maroon skin. But with supply shifts limiting other varieties, USA Pears needed consumers to recognize, trust, and reach for Red Anjou when they saw it in stores.
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To spark recognition, we took inspiration from vintage produce stickers, an iconic marker of fresh fruit that instantly signals quality and familiarity. These stickers became the throughline of the Pear It Right campaign, reinforcing Red Anjou’s identity across all creative executions. Whether on digital ads, social content, or in-store promotions, each piece nodded to the classic produce sticker, making the pear feel both new and nostalgic to consumers.
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With a global focus on Canada and Mexico, where tariff concerns and political dynamics shaped the market, our strategy aligned Red Anjou with occasions people already embraced. By positioning it as the perfect cheese pairing, a showstopping holiday ingredient, or the star of a winter charcuterie board, we made trying something new feel effortless. The result? A campaign that didn’t just introduce Red Anjou—it made it indispensable.
Pacific Northwest, USA
Services: Analytics & Performance Measurement, Campaign Development, Paid Media & Advertising Strategy, Research & Planning, Social Media Management, Custom Illustrations
How It's Going
10.7k
Total Link Clicks
11.2M
Campaign Views Garnered
Multiple
Languages Supported
320k
Campaign Engagement
99+
Pears Consumed During Research Phase
Empowering regional teams, and driving international market growth. Ensuring a campaign resonates across multiple markets takes more than just translation—it takes collaboration. For Spanish-speaking countries, we worked closely with USA Pears’ in-market teams in Mexico to adapt the Pear It Right campaign in ways that felt authentic and relevant to local consumers.
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By leaning on their expertise, we ensured that messaging, visuals, and key selling points aligned with regional food traditions and consumer behaviors. This partnership allowed the campaign to seamlessly connect with new audiences, reinforcing Red Anjou’s place in international markets while maintaining a strong, unified brand presence.
Driving global awareness for Red Anjou required a strategic, data-driven approach. GBHD developed and executed a targeted Meta ad strategy, ensuring maximum engagement and reach across international markets.
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🔹 10+ ad variations tested over four months to refine messaging, visuals, and audience targeting
🔹 A/B testing to identify the most effective ad combinations for conversions and engagement
🔹 Real-time optimization in collaboration with Meta experts to improve performance
🔹 Ad spend management to ensure every dollar worked harder
🔹 Comment moderation & consumer interaction to enhance credibility and trust
By applying our expertise in global food marketing and digital analytics, we helped USA Pears confidently expand Red Anjou’s presence, landing it in more carts—and on more tables—worldwide.
