On April 16, 2012, Zenzi Communications launched the third year of Dreyer’s Fruit Bars annual Communities Take Root program, a corporate cause marketing campaign developed and coordinated by Zenzi in which organizations compete for a fruit orchard in partnership with the Fruit Tree Planting Foundation.
Started in summer 2010, the Communities Take Root program provides a fruit orchard in scores of deserving communities across the United States to build community relationships and reinforce Dreyer’s Fruit Bars message of healthy eating. The public can vote for communities throughout the summer in hopes of their community favorite winning an orchard.
The campaign has been a tremendous success for the Dreyer’s Fruit Bars brand, introducing the brand to new consumers on a hyper-local level, and establishing brand loyalty and credibility.
Through strategic corporate social responsibility campaigns like Communities Take Root__, companies can drive sales by reaching consumers on an intimate level, giving back in a meaningful, relevant way and reinforcing their key messaging. This tactic is also a great way to drive brand awareness through public relations by creating a positive, emotional consumer connections with the brand.
With the Communities Take Root program, Dreyer’s Fruit Bars has seen consistent growth in its sales, and has differentiated itself in the marketplace as a healthy snack by associating itself with fruit orchards.
Since its fruition, the Communities Take Root program has planted 1,600 fruit trees, yielding 88,000 pounds of fresh fruit per year. Along with feeding communities, Communities Take Root has a positive environmental impact, removing 396,800 pounds of carbon dioxide and 12,800 pounds of air pollutant from the atmosphere, while generating 312,000 pounds of oxygen each year.
Voting for Communities Take Root started on April 16, 2012, and will last until August 31, 2012. Visit www.CommunitiesTakeRoot.com to learn about the eligible organizations and cast your vote for the most deserving ones. Seventeen communities from across the United States will win a fruit orchard. All winners receive a fruit tree orchard, irrigation system, groundbreaking party and plenty of Dreyer’s Fruit Bars to celebrate the new orchard. Also, in order to ensure that every applicant has a starting point to grow an orchard, the brand will donate three fruit trees to all participating organizations that do not win an orchard through the voting campaign.