SAN JUAN BAUTISTA, CA: Organic food brand Earthbound Farm has launched a digital platform to engage and create conversation with consumers.
The website, designed by agency partner Haberman, went live on Tuesday, showcasing an array of photos and content created by Earthbound's experts and food and lifestyle bloggers.
Minneapolis-based Haberman was selected as the brand's AOR for PR, social engagement, digital, and marketing in June.
Last year, Earthbound maintained an online program called Take an Organic Step Forward. While it had some initial success, gaining 250,000 subscribers, the brand felt it needed to attract new fans with more than coupons, said Samantha Cabaluna, VP of marketing and communications at Earthbound Farm.
“We built a decent little community there, but we knew it had evolved from where it was, and it wasn't as engaging or shareable as it could be,” she explained.
Working with Haberman, Earthbound decided that Organic Bound's platform should focus on creating an online environment where consumers could learn about organic produce from engaging and approachable content. The site is available for anyone to access, but fans can subscribe via email for promotions and coupons.
Cabaluna added that the portal's content is a response to what Earthbound customers care about, based on research and surveys.
Nathan Rice, digital director at Haberman, said one of the site's most important features allows fans to post comments, ask questions, and share photos or stories on their own platforms via any device. Fans can also pin a photo from Organic Bound to their personal Pinterest pages. To engage consumers on an experiential level, Earthbound will send 10 boxes of organic, brand-relevant items to select online subscribers per month.
A goal of Organic Bound, in addition to connecting with consumers and elevating the message promoting organic food, is to triple the number of the brand's online subscribers by this time next year.
It is also planning to roll out digital and social media advertising to promote the Organic Bound program, on which Earthbound spent about 25% of its marketing budget.