Baking influencer helps Natural Delights reinvigorate Canadian marketing

Medjool date brand Natural Delights is returning to CPMA in Toronto this April with award-winning products and an ambitious Canadian marketing program in tow, according to a news release.

For the last several years, Natural Delights has focused efforts on expanding distribution globally to meet the growing demand for Medjool dates. The brand has partnered with Canadian trade and consumer media as well as influencers to bolster brand recognition in one of its largest export markets, the release said.

This year Natural Delights is partnering with Anna Olson — also known as “Canada’s Baking Sweetheart” — to elevate the brand through her platform and influence. Olson experienced Natural Delight’s medjool date harvest firsthand in September 2022, cataloging the experience on her Oh Yum channel on YouTube, which has since received the second-highest views on her channel.

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Olson also hosted baking demonstrations on some of Canada’s most popular morning shows. In total, Olson’s support has earned Natural Delights more than 25 million impressions this year, according to the release.

“Our marketing efforts have focused on educating consumers about the health benefits and versatility of Medjool dates, while highlighting our commitment to sustainability and ethical farming practices,” Natural Delights Director of Marketing David Baxter said in the release.

Natural Delights 2-pound whole dates are the top-selling SKU in Canada, according to the release, and the brand offers a wide range of merchandising options including display racks, shippers and pallet displays. Retailers are encouraged to take advantage of merchandising options that prominently display Natural Delights products and make them easy to find, the release said.

“Canadian retailers have come to expect consistency and the highest standard of excellence with Natural Delights products,” Natural Delights Canadian Sales Director Mauro Santelli said in the release. “Our French and English packaging, product variety and commitment to providing resources to shoppers has made the brand a top choice for Canadians.”