CherryHill Orchards partners with Laava to protect its brand and consumers

To ensure consumers get the real thing and learn the story of their cherries, CherryHill Orchards has applied Laava Smart Fingerprint® technology on its cherry boxes in Australia and international markets during the 2020-21 Australian season.

CATEGORIES: Case Studies, Fresh Produce, Fruit
TAGS: Brand Stories, Fresh Produce, Laava Smart Fingerprints, On-Demand printing, Standardised API

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CherryHill Orchards partners with Laava to protect its brand and consumers

The project

CherryHill Orchards applied Laava Smart Fingerprint® technology on its cherry boxes in Australia and international markets during the 2020-21 Australian season.
CherryHill also invested in class-leading marketing and consumer engagement capabilities, including a sophisticated social commerce platform geared towards the needs of Asian consumers, as well as scanning capability built directly within CherryHill’s own website.
Laava-enabled cherry boxes are available to CherryHill consumers domestically and in Asian export markets, including Singapore, Malaysia, Indonesia, China, Vietnam, Hong Kong and Korea.

Objectives

In many communities cherries are an important part of any celebration; gifting cherries is a symbol of prosperity and generosity. Conscious consumers want to know that the fruit inside the box is indeed what is written on the label: premium, handpicked, fresh Australian cherries.

The addition of Laava Smart Fingerprints^® on CherryHill boxes gave the brand an unprecedented level of protection for shoppers, especially those in export markets such as China, who want to know they are buying real Australian premium fruit – not counterfeits. The Laava Smart Fingerprint^® on the packaging allows shoppers the opportunity to verify the authenticity of each individual box.

Consumers were also connected with CherryHill’s strong brand story, including the opportunity to engage with photos of the orchards and fruit-picking, event invitations, and more.

CherryHill’s innovative social media and promotional strategy raised awareness among conscious consumers of the problem of counterfeit cherry boxes, prompting them to scan to be sure they were buying an authentic product. Care was taken to tailor the consumer experience to the needs of both Asian and domestic consumers, as well as integrate Laava with CherryHill’s online brand presence.

“The rise of counterfeiting in the fresh produce industry is a growing concern for the brand, and CherryHill wants to be at the forefront of protecting its brand against fakes.”

Vanessa Tang, Marketing Manager, CherryHill Orchards

Results

All CherryHill Orchards boxes included a Laava Smart Fingerprint^® on the label.

CherryHill’s extensive social media campaign in its Asian export markets across leading platforms – including WeChat, Weibo, Instagram, Facebook and LinkedIn – led to enthusiastic take-up. The campaign resulted in impressive engagement statistics and scan rates: by the end of November, WeChat impressions were at 120,000+ and Weibo impressions at 130,000+.

Consumers in domestic and international markets proudly shared photos of themselves with their prestigious CherryHill Orchards boxes.

The collaboration with Laava and CherryHill not only featured a highly integrated consumer experience within WeChat for Chinese consumers, but also marked one of Laava’s first deployments of the Branded Scan Experience: consumers scanned via the CherryHill website by tapping “Scan My Cherries”, staying within the CherryHill brand experience throughout.

The attractive, well-designed labels featured a clear call to action, high-quality finishes and other security features, contributing to a premium experience for consumers.

The campaign resulted in impressive consumer engagement, as well as consumer confidence in CherryHill’s efforts to ensure consumers receive the genuine product and learn the brand story.