Country Harvest goes pink and social in October

A few months ago I blogged about the challenge of making a website about bread interesting – and relevant.

Starting October 1st we had a new challenge – make that same Country Harvest website completely aligned with in-market activities supporting breast cancer awareness month in Canada with their Harvest of Hope campaign.

Our solve was to go pink. And social.

Inspired from content portals who now regularly transform their website background into billboard for movies, products, and services we decided to transform the background of the entire website to pink to promote the brand’s support of the CBCF during the month of October. $0.10 of each Country Harvest purchase will also be donated to the CBCF.

Who said bread couldn’t be social?

Like most things on facebook, when the focus is on a cause or event people tend to respond with comments, wall posts and likes – all of which translate into word of mouth marketing and for Country Harvest over 800 fans in the first 3 weeks alone.

Just being on facebook isn’t a social media strategy. Every great social media strategy is supported by an even greater content strategy.

The more work we do in this arena the more we keep proving to ourselves that without great content all you’ve got are great intentions.