The FH Sacramento team was recognized for work on behalf of two clients – the California Prune Board and Albertsons Companies – at the Public Relations Society of America California Capital Chapter Annual Influence Awards, held in Sacramento on October 17th. The Awards included:
- An Influence Award for the California Prunes Re-Branding Campaign, a multi-year process of re-branding the commodity that had been marketed as “dried plums” for the past 15 years. After deciding to “re-embrace its prune legacy,” the board enlisted FH to manage target audience research, concept development, brand identity and logo design, and tagline and message development. FH was also tasked with launching the new brand to the industry, trade and consumer media, influencers and partner agencies, as well as developing a full suite of creative materials under the new brand for ongoing use by the California Prune Board, the industry and their partners around the globe.
- An Influence Award for the California Prunes Experience at the Culinary Institute of America, which took bloggers and journalists hailing from the United States, Canada and Italy from the pantry to the prune orchard to learn all about California Prunes and ignite interest, visibility and conversation about the classic pantry staple. Along the way, participants engaged with California Prune growers, chefs, and a nutrition expert on the heritage, versatility, and nutritional benefits of California Prunes.
- A Merit Award for Albertsons Companies, Open Nature® Special Event, which brought food influencers from across the country together in Berkeley, Calif., to help Albertsons relaunch its Open Nature® private label brand by bringing core brand attributes to life via an interactive experience with nature as the backdrop.