Crave IT!
Objective:
SOL Melons came to THR33FOLD with a juicy challenge: move a highly perishable product during the most crowded, competitive time of the year—holiday season. With grocery aisles overflowing with cookies, cakes, and confections, how could a fresh fruit stand out? Our mission: make SOL Melons a holiday must-have.
Insight:
The holidays are a paradox. While search trends show people hunting for “healthy holiday recipes” and “low-calorie desserts,” real behavior tells a different story. According to the American Heart Association, 69% of Americans admit they struggle to eat healthy during the holidays. Nearly 80% say they’re so focused on creating special moments for others, they neglect their own health. And 64% of people intentionally delay healthy habits until the New Year.
But here’s the twist: indulgence doesn’t mean people don’t care. Nearly 30% worry about holiday weight gain, and 47% plan to eat healthier once January hits. The tension is real—people want to treat themselves, but they don’t want to feel bad about it.
Solution:
Enter Crave It!—a campaign that flipped the holiday script. Instead of asking people to choose between indulgence and wellness, we gave them both. Crave It! positioned SOL Melons as the ultimate guilt-free treat: sweet, refreshing, and totally unexpected on the holiday table.
We leaned into the craving, not away from it. The campaign invited consumers to “go ahead and Crave It!”—because satisfying your sweet tooth shouldn’t come with a side of guilt.
Execution:
We launched a visually rich, crave-worthy campaign across Pinterest, Instagram, Facebook, and in-store displays nationwide. Pinterest led the charge, tapping into the platform’s power as a holiday planning hub. From festive melon charcuterie boards to sparkling melon mocktails, we showed consumers how to make SOL Melons the star of their holiday spread.
Results:
🍈 30% sales lift during the campaign
👀 240 million views across platforms
🛒 Nationwide retail sell-through during peak holiday weeks
Why It Worked:
Crave It! didn’t fight the season’s indulgent spirit—it embraced it. By aligning with how people actually feel during the holidays (torn between treating themselves and staying healthy), we made SOL Melons not just relevant, but irresistible.
Data/Results:
Market: US
Channels: Pinterest, Instagram, Facebook
🍈 30% sales lift
👀 240 million views across platforms
🛒 Nationwide retail sell-through during peak holiday weeks
Retailers. Channels. Integration.
Publix
Fresh Market
Sprouts
Target
Kroger
Publix Fresh Market Sprouts Target Kroger
Pinterest Instagram Facebook
Social Media
Digital Marketing
Search
Display
Social Media Digital Marketing Search Display
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