A Sweet Success

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About Pure Organic Cherries

Nestled in the heart of Central Otago, Pure Organic Cherries is a family-run business committed to growing cherries the way nature intended. For over 20 years, the family has cultivated cherries using organic-certified products, ensuring every bite is free from synthetic chemicals and packed with natural goodness. Their dedication to environmental sustainability and organic practices makes them a standout in New Zealand’s agricultural sector.

In 2020, they planted their own orchard of 3,500 trees with a vision to deliver nutrient-rich, delicious cherries nationwide. The 2024 holiday season marked a significant milestone—their very first year selling pre-orders directly to customers across New Zealand.

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The Challenge

Launching a new product line comes with its own set of challenges, especially for a family business starting from scratch. Pure Organic Cherries needed to create awareness, build trust, and drive pre-order sales in a short timeframe while competing in the highly seasonal and competitive organic produce market.

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The Strategy

To help them achieve their goals, we developed and executed a comprehensive paid advertising campaign across three major platforms: Facebook, Instagram, and Google Ads.

We developed a targeted advertising strategy aimed at health-conscious consumers, organic produce enthusiasts, and holiday shoppers seeking fresh, premium cherries. Our messaging highlighted Pure Organic Cherries' unique selling points, including their organic, chemical-free, family-grown practices and commitment to environmental sustainability. To create urgency, we emphasised the limited-time opportunity to pre-order for the holiday season, supported by visually appealing creatives showcasing the vibrant cherries and the picturesque Central Otago orchard.

The campaign ran from early November to 6 January across Facebook, Instagram, and Google Ads. On Facebook and Instagram, we utilised engaging carousel ads, video ads, and retargeting campaigns to maximise visibility and engagement. On Google, we focused on search campaigns targeting key phrases such as "organic cherries NZ" and "holiday cherry pre-orders."

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The Results

The campaign was a resounding success, exceeding all expectations for a first-year launch. Over the course of the campaign, we achieved the following results:

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Google Ads Performance

• Total Spend: $2,783.56
• Total Purchases: 256
• Total Revenue: $20,498.00
• Impressions: 107,010
• Clicks: 4,843
• Conversion Rate: 5.52%
• ROAS: 736.40%

Meta (Facebook & Instagram) Performance

• Total Spend: $5,079.30
• Total Purchases: 557
• Total Revenue: $37,810.00
• Impressions: 487,849
• Clicks: 14,043
• Conversion Rate: 3.06%
• ROAS: 744.39%

Overall Performance

• Total Overall Spend: $7,862.86
• Total Overall Revenue Generated: $58,308.00
• Total Average ROAS: 741.77%

The campaign generated significant interest and sales, building a strong foundation of customer trust and awareness for future seasons. Not only did it spark excitement around the brand, but it also positioned Pure Organic Cherries as a premium choice for holiday gifting and family celebrations.

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Conclusion

Through strategic targeting, engaging creatives, and a strong focus on the unique values of Pure Organic Cherries, we helped this family business achieve remarkable results in their very first pre-order season. The campaign underscores the power of thoughtful digital marketing in driving success for small, values-driven businesses, helping them establish a strong market presence from the outset.