Project Overview
Tree Top “Squeeze the Day”
The Tree Top “Squeeze the Day” campaign was launched to help bring awareness to their new clear see-through pouch, an industry-first at the time. Allionce worked with the Grower-Owned Cooperative to design a unique program to introduce this renovation in packaging and encourage Millennial parents and kids to “Squeeze the Day” with Tree Top. This fun theme and #SeeTheGood was promoted across all program elements including high profile events, branding, on-site sampling, and digital/social promotion.
What We Did
Allionce worked with Tree Top to pulse a campaign featuring their apple sauce product in the Spring and Fall of 2018 at seven high profile zoos & aquariums in key markets.
The program was designed to close out the school year and reconnect with Millennial Moms with young kids for Back to School. Allionce helped Tree Top create and manage a tour of their new mascot, Seymour Good, across several markets. A social media influencer campaign helped drive additional interest in attending zoo events to enjoy free samples, meet Seymour Good, and spend time connecting with nature. In two markets a fun influencer event brought new guests to the zoo to enjoy the day with Tree Top. The Fall program featured Tree Top sponsorship of the well-attended “Boo at the Zoo” events offering healthy alternatives for families to traditional sugary trick or treat candy options. We even helped execute the “Seymore Shuffle,” an entertaining dance move by the mascot to teach kids how to have fun and be healthy!
The Result
The campaign was one of the most successful Tree Top has ever run! Over 135k samples of Tree Top apple sauce pouches distributed across more than 50 events in seven markets.
Seymore Good had his television debut featured on local Denver news station. 275 completed Brand Health surveys offered valuable consumer feedback to the Tree Top brand team. One hundred free admission zoo passes were leveraged for a surprise and delight social promotion to reward Tree Top social followers.