The California Strawberry Commission will use Instagram for its summer marketing campaign, the Get Snacking Challenge, which has a $1,000 grand prize.
Through the challenge, consumers are encouraged to create, name and share an original strawberry summer snack on Instagram using #GetSnackingChallenge, according to a news release.
A monthly winner will be selected for the best strawberry snack, along with two runners-up, advancing for a chance to win the grand prize. The Strawberry Snack of the Summer will be selected by popular vote from the top three snacks for each of five months of the challenge, according to the release.
The summer campaign also features digital advertising, influencer partnerships and national media to make California strawberries top of mind April through August.
Last year, the campaign reached more than 350 million consumers and received a first-place award in the Western region National Agri-Marketing Association best of NAMA awards.