The Pearson Peach Shortage Countdown Clock Billboard

When an unexpected frost resulted in a 90% loss of Pearson Farm’s peach crop, the fifth-generation farm in Fort Valley, Georgia, took a bold step. They turned to FerebeeLane, their advertising agency. FerebeeLane’s unexpected approach was to create a campaign that leveraged the scarcity of peaches to highlight the farm’s unique identity. The campaign’s centerpiece was a billboard featuring "The Pearson Peach Countdown." It was strategically located at one of Atlanta’s busiest intersections, a location that was sure to seize the attention of passionate peach lovers

Rather than avoiding the troublesome issue of scarcity, Pearson Farm and FerebeeLane confronted the issue directly. The digital billboard featured a countdown, displaying the diminishing supply of Pearson peaches until only one remained. The ultimate message was clear: “There’s only one Pearson Peach.” A simple peach was credibly positioned as owning attributes of “exclusivity and quality.” The approach drove awareness, brand recognition, and consumer action (measured by a spike in sales velocity).

The campaign unfolded over several weeks, running until July 10, during which the countdown clock visually demonstrated the dwindling supply of premium peaches. The countdown not only generated a sense of urgency among consumers, but also appealed to the innate desire of peach enthusiasts to make sure they didn't miss out on the very limited Pearson Peach supply. The billboard's location in a high-traffic area, frequented by affluent individuals, maximized its impact.

The out-of-home media was complemented by social media platforms such as Facebook and Instagram. This multichannel approach ensured the message of the scarcity of Pearson peaches reached a broader audience, engaging consumers through various touchpoints.

"The Pearson Peach Countdown" campaign successfully highlighted Pearson Farm's response to adversity, showcasing their commitment to delivering quality peaches directly to consumers. By embracing the scarcity challenge, FerebeeLane’s campaign not only raised awareness but also reinforced Pearson Farm's brand identity as a provider of some of the world’s finest peaches — rare produce that, in this case, was even more scarce.