Rainier Fruit Co. is launching a marketing campaign, Wholesome to the Core, which builds on the company’s ties to the Boston Marathon with promotional activity at additional running events, increased social media and a new internal blog.
Selah, Wash.-based Rainier Fruit was named the official apple of the Boston Marathon earlier this year.
The grower-shipper recently participated in the Twin Cities Medtronic Marathon and the Portland Marathon, reaching more than 100,000 consumers and partnering with local retailers for promotions and event sampling of organic Honeycrisp apples, according to a news release.
The social media campaign #RunWithRainier will feature Dave McGillivray, long-time race director for the Boston Marathon. McGillivray will serve as a #RunWithRainier spokesman, sharing training advice, stories and motivational insights with consumers.
McGillivray helped kick off #RunWithRainier in Selah Oct. 5 at corporate headquarters. The day included a run in the orchard, motivational talks for employees and a meet-and-greet with the local high school cross country team.
“Our new message is about connecting with individuals seeking a healthy, active lifestyle,” Andy Tudor, director of business development for Rainier Fruit, said in the release. “Today, the running community is over 19 million strong and growing, making it one of the largest and most dedicated health audiences around. As we move the program forward, it will grow to include new audiences and a variety of healthy activities.”
“Over the past four years, we invested time and energy in strategic long-term planning,” Mark Zirkle, Rainier Fruit president, said in the release. “The outcome was about more than production plans and capital expenditures. It was about identifying how we grow, not just in our orchards, but in the communities where our fruit is sold.”