First Fruit Farms

Case Study

Influencer Marketing

Opal Apples, grown by First Fruit Farms, are a rare yellow variety prized for their naturally non-browning flesh and fleeting seasonal availability.

With no DTC channel and limited shelf time, the brand partnered with Hawke Media to generate high-impact, social-led brand awareness—elevating Opal Apples from a novelty item to a must-try seasonal favorite.

Summary

First Fruit Farms partnered with Hawke Media to drive in-store demand and seasonal sell-through of Opal Apples, a rare, non-browning yellow variety available only in-store and for a limited time.. With no direct-to-consumer model, the campaign prioritized creator-led content designed to build visibility, inspire trial, and position Opal Apples as a differentiated choice at the grocery shelf.

Challenge

Opal Apples have a short seasonal window and are sold exclusively in brick-and-mortar retail, making it essential to drive rapid brand visibility and product interest. The challenge: stand out in a crowded produce category using influencer content that could build familiarity, inspire trial, and capture attention during peak shopping moments—all within just a few weeks.

Approach

Hawke Media developed a performance-driven influencer strategy to create high-visibility moments that could directly influence purchase behavior. Our goals were:

Build brand recognition for Opal Apples’ key differentiator: their naturally non-browning flesh
Drive in-store demand during a condensed seasonal window
Leverage social proof and snackable storytelling to inspire product curiosity and purchase intent

To do this, we prioritized TikTok and Instagram creators known for grocery hauls, family-friendly recipes, and holiday entertaining—delivering snackable, shareable content aligned with peak shopping periods.

Solutions

The campaign unfolded across three tactical phases:

Rapid Creator Activation – We secured 10+ influencer partnerships, ranging from 24K to over 1M+ followers, leveraging pre-negotiated rate bundles that included IG Reels reposted to TikTok for extended reach.
Seasonal Product Storytelling – Influencers created Friendsgiving appetizers, school lunchbox recipes, and holiday-themed snacks showcasing the apple’s bright color and non-browning trait, building product familiarity and emotional connection through real-life use cases.
Real-Time Optimization – With all content live within weeks, we tracked engagement, reshared high-performing content, and aligned posting with key store restocks to maintain shelf momentum.