Influencer Partners Help Celebrate Retail Expansion
In 2021, Whole Earth launched their plant-based sugar alternative in select Costco locations. FRESH was engaged to create an influencer campaign that would drive sales of the product specifically at Costco. This was one of the only marketing activities initiated to support Whole Earth at Costco, so the success of the program was paramount.
FRESH built a customized partner roster including creators located near a Costco that carried the product. FRESH partnered with like-minded influencers who have an interest in health and wellness, who share authentic and engaging content, and who regularly post about their Costco finds. The content included a mix of photos, reels, and stories on Instagram, all highlighting Whole Earth, Costco, and the partners’ personalities.
Throughout the vetting process, FRESH hand-selected a mix of 26 lifestyle content creators and Costco centric accounts to generate 3.9M impressions, 58.9K engagements, and
134 pieces of content across Instagram and TikTok. From there, Costco expanded Whole Earth distribution to include additional stores and more product variety.
Instagram Post Featuring Product by @nomadista_nutrition