Youth and young adult consumers have a desire to engage in meaningful ways with authentic brands. A strategic partnership with the National Gardening Association provided a relevant medium for teaching young people about urban gardening while aligning with the Hansen’s natural ingredients brand positioning.
Consumers were inspired to share their love for Hansen’s for a chance to win a $5,000 cash prize combined with a feel-good element of supporting educational gardens in elementary schools. Hansen’s added a 10¢ per vote donation that translated to a $10,000 grant for San Francisco’s school garden program.
High-touch experiences engaged healthy lifestyle consumers while teaching youth the benefits of growing urban gardens. 16,506 site visitors, 12,000+ samples distributed, 683, 122 broadcast media impressions, and 2,171,057 social media reach.
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