This case study documents how Chile’s cherry export industry tripled consumption of Chilean cherries in China over a period of four years – from March 2016 to February 2020 – and increased the total export value from US$ 552m to US$1.4bn (+160% growth). This feat, in tandem with a planned production expansion, was accomplished through successive B2B and B2C Chinese marcomms campaigns which took a fruit previously viewed as a commodity and successfully positioned it as a seasonal, aspirational treat to be “enjoyed at every red moment”. It is estimated that the strategy generated an incremental US$111.1m of export revenues.