- Nursery purchased 10,000 liners in 2008 after successful production trial.
- Tree does not come into leaf and bloom in Oregon until mid-July.
- Design a simple, easy to apply trunk wrap to keep handling time by dock workers to a minimum.
- Decrease tree inventory numbers from a labor/maintenance standpoint.
- Increase tree sales in ‘off-peak’ seasons and fill minimum truck orders.
- Show consumers the “promise” of the tree when it comes into full bloom.
- Deploy to both box store and independent garden center channels.
- Protect smaller branches near base of tree during shipping.
- Took photography of tree in bloom and leafed out in summer 2010.
- Researched other tree wraps in local garden centers for content ideas.
- Created four concepts and presented to team for approval.
- Always looking for one word to entice consumers - ‘yum’ concept won.
- Created ‘bloom’ and production files in Illustrator.
- Sourced chocolate drip through Getty Images stock photography.
- Created blend of leaf into chocolate using Photoshop.
- Sourced trunk wrap printing through HIP Labels.
- Wraps arrived December 2010, deployed with dock workers trained in January 2010.
- Overall tree sales in January and February 2011 increased.