An award-winning documentary film about fruit-inspired lust, obsession and adventure, directed by Yung Chang, based on the book by Adam Gollner.

Working closely with the team at Eyesteelfilm, I developed and implemented a complete marketing strategy for the international premiere and theatrical release in Montreal, featuring:


  • planning and management of the RIDM festival launch fruit cocktail event
  • an apple inspired promo stunt at the RIDM launch screening
  • exotic fruit give-aways at local cinemas for the theatrical release opening weekend

Web & social media:

  • web content creation and production
  • social media community management

Printed marketing tools and advertising:

  • creation of promotional printed material, including flyers and posters
  • media buys in local community publications

Community outreach:

  • ticket give-away contest with local community establishments such as bookstores, radio stations and film festivals
  • outreach and coordination with Canada & US book publishers of The Fruit Hunters book
  • community outreach with target local groups such fruit and gardening enthusiasts, sustainability and agriculture students, botanical gardens and foodies.

The launch was a tremendous sold-out success. The film continues to play at established international festivals, such as The Berlinale and IDFA, and a US theatrical release is planned for spring 2013.

Some of these images courtesy of RIDM & Cindy Boyce, others from Eyesteelfilm.