‘Meet the New Superfruit’ Campaign
The Story: Meet the New Superfruit
In the heart of North America's cherry orchards, CherrCo, the largest cooperative of tart cherry growers, found themselves with a bountiful surplus of their delicious fruit. They needed more than a marketing refresh. They needed a creative partner to help them transform public perception, educate new audiences, and ignite national demand for a fruit that had been quietly delivering major health benefits for years. That’s when they turned to Extra Mile Marketing as their agency of record.
We saw this as a great opportunity: reposition tart cherries from “old-fashioned pie filling” to the next big thing in health and wellness.
Our Mission: Elevate Tart Cherries into a Wellness Star
Tart cherries are rich in antioxidants, reduce inflammation, support sleep, and offer powerful recovery benefits for athletes and active consumers—but few people knew it. Together, we set out to make CherrCo synonymous with health, flavor, and innovation, positioning tart cherries as the must-have superfruit for wellness-minded consumers, foodies, and retail buyers alike.
Our Work: A Full-Funnel, Health-First Rebrand
We started by redefining CherrCo’s brand identity, shifting the focus from tradition to transformation. Through extensive market research, we identified new, health-conscious audiences and built a modern brand experience to meet them where they are—online, in the kitchen, and on the go.
Our creative and strategic work included:
New Brand Identity: A bold new look that reflected vitality, health, and modern taste.
Website Redesign: A sleek, UX-optimized site that clearly mapped purchase pathways and educated users on the health science behind tart cherries.
Video & Photography: Professionally filmed and produced lifestyle photoshoot and product videos to show tart cherries in action—from smoothies to recovery snacks.
Retail Packaging: Eye-catching, modern packaging that popped on shelves and reinforced the superfruit positioning.
Social Media & Content: A robust content strategy including blogs, testimonials, and targeted social campaigns focused on nutrition, wellness, and culinary creativity.
Interactive Infographic: An engaging, branded resource filled with health insights for different parts of the body. See it here: Tart Cherries | Health Benefits of the Powerful New Superfood
The Campaign: “Meet the New Superfruit”
We built an integrated, omnichannel campaign anchored by a bold rallying cry: “Meet the New Superfruit.” This campaign helped flip the narrative from "grandma’s pie ingredient" to "your daily wellness weapon," with a strong emphasis on health benefits, versatility, and clean, modern branding.
Tactics included:
Targeted digital ad campaigns to reach nutrition-focused audiences
Influencer and testimonial content from chefs, athletes, and dietitians
Fresh, new recipes, showing tart cherries as a versatile culinary ingredient
Contests and social media engagement to build buzz and drive traffic
Thought leadership and blog content to build SEO and credibility
Result: A New Healthy Super Fruit is Born
In just two years, CherrCo went from a quiet grower co-op to a fresh face in the health and wellness category. With new brand recognition, national campaign visibility, and a powerful suite of creative assets, CherrCo earned its spot in the superfruit spotlight.
Thanks to a strong partnership and full-funnel execution, Extra Mile Marketing helped redefine an entire category—and proved that tart cherries are anything but old-fashioned.
Ed Surber, President, CherrCo, Inc.
“We worked with Lori and her team of extremely talented marketing folks on a very fast-paced and large-scale branding project. The team was without question extremely capable and efficient in their work. Lori has done a wonderful job building a marketing agency with amazing and talented people with a passion for what they do. I would highly recommend Lori for any marketing you might need done for your organization, big or small.”