{"id":23344,"date":"2025-03-18T02:10:19","date_gmt":"2025-03-18T02:10:19","guid":{"rendered":"http:\/\/mediashower.com\/blog\/?p=23344"},"modified":"2025-03-18T02:10:19","modified_gmt":"2025-03-18T02:10:19","slug":"erowhon-strawberry","status":"publish","type":"post","link":"https:\/\/www.mediashower.com\/blog\/erowhon-strawberry\/","title":{"rendered":"The Marketing Genius of Erowhon\u2019s $19 Strawberry"},"content":{"rendered":"<h2>Quick Summary<\/h2>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>A $19 strawberry set the internet on fire.<\/b><span style=\"font-weight: 400;\"> Erewhon\u2019s outrageous price tag sparked massive social media engagement and millions of views.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>The brand\u2019s luxury reputation took center stage.<\/b><span style=\"font-weight: 400;\"> Instead of damaging the brand, the buzz reinforced Erewhon\u2019s image as the go-to for premium wellness.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>What started as a high price became high-impact PR.<\/b><span style=\"font-weight: 400;\"> By embracing its own extravagance, Erewhon turned a single strawberry into a full-blown cultural moment.<\/span><\/li>\n<\/ul>\n<hr \/>\n<p><span style=\"font-weight: 400;\">Take a humble strawberry, slap on a jaw-dropping $19 price tag, and watch the internet lose its mind.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That&#8217;s what happened when upscale Los Angeles grocery chain Erewhon Market placed a single (admittedly large) strawberry in a plastic container with a price that would make even luxury shoppers do a double-take.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The Elly Amai organic Japanese strawberry has generated millions of views, thousands of comments, and a surge in brand awareness for Erowhon.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Add an organic (we think!) taste test by Demi Lovato, and you have a recipe for virality that money can\u2019t buy.<\/span><\/p>\n<p><img loading=\"lazy\" class=\"size-full wp-image-23346 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2025\/03\/strawberry-with-Elly-Amai.jpg\" alt=\"strawberry with Elly Amai\" width=\"780\" height=\"408\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/03\/strawberry-with-Elly-Amai.jpg 780w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/03\/strawberry-with-Elly-Amai-300x157.jpg 300w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/03\/strawberry-with-Elly-Amai-768x402.jpg 768w\" sizes=\"(max-width: 780px) 100vw, 780px\" \/><\/p>\n<h2>Background<\/h2>\n<p><span style=\"font-weight: 400;\">Erewhon Market is a Los Angeles institution synonymous with luxury food shopping and celebrity sightings. Known for its organic, sustainable offerings and eye-watering prices, Erewhon has built a reputation as the go-to spot for health-conscious A-listers and affluent wellness enthusiasts.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Before the strawberry incident, Erewhon was already famous (or infamous) for its premium pricing. The store regularly makes headlines for items like the <\/span><a href=\"https:\/\/www.vogue.com\/article\/hailey-bieber-erewhon-skin-glaze-smoothie-test\"><span style=\"font-weight: 400;\">$20 Hailey Bieber smoothie<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/www.tiktok.com\/discover\/raw-erewhon-desserts\"><span style=\"font-weight: 400;\">$50 raw desserts<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This pricing strategy has positioned Erewhon as an exclusive brand that\u2019s become a lifestyle statement.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What made the $19 strawberry campaign particularly effective was how it leaned into this existing brand perception.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Instead of defending against criticisms of outrageous pricing, Erewhon embraced its reputation to create a viral moment that is reinforcing its luxury positioning while generating massive publicity.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Don\u2019t believe us? Try searching TikTok for the word \u201cstrawberry.\u201d Here\u2019s what we found at the very top of the page:<\/span><\/p>\n<p><img loading=\"lazy\" class=\"size-full wp-image-23347 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2025\/03\/instragram-results-for-strawberry.jpg\" alt=\"instragram results for #strawberry\" width=\"780\" height=\"1245\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/03\/instragram-results-for-strawberry.jpg 780w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/03\/instragram-results-for-strawberry-188x300.jpg 188w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/03\/instragram-results-for-strawberry-642x1024.jpg 642w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/03\/instragram-results-for-strawberry-768x1226.jpg 768w\" sizes=\"(max-width: 780px) 100vw, 780px\" \/><\/p>\n<h2>Campaign Overview<\/h2>\n<p><span style=\"font-weight: 400;\">At first glance, the $19 strawberry seemed like a happy accident\u2014a niche product that happened to go viral. But was the buzz purely organic, or did Erewhon know exactly what it was doing?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The craze started when influencer Alyssa Antoci, whose family owns Erewhon, posted a TikTok video on February 22, 2025, unboxing and tasting the Japanese white jewel strawberry.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">She described it as \u201cthe best-tasting strawberry\u201d she had ever had.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<blockquote class=\"tiktok-embed\" style=\"max-width: 605px; min-width: 325px;\" cite=\"https:\/\/www.tiktok.com\/@alyssaantocii\/video\/7474331662508166430\" data-video-id=\"7474331662508166430\">\n<section><a title=\"@alyssaantocii\" href=\"https:\/\/www.tiktok.com\/@alyssaantocii?refer=embed\" target=\"_blank\" rel=\"noopener noreferrer\">@alyssaantocii<\/a>insane<a title=\"\u266c original sound - lyss\" href=\"https:\/\/www.tiktok.com\/music\/original-sound-7474331734188755743?refer=embed\" target=\"_blank\" rel=\"noopener noreferrer\">\u266c original sound &#8211; lyss<\/a><\/p>\n<\/section>\n<\/blockquote>\n<p style=\"text-align: center;\"><i><span style=\"font-weight: 400;\">The taste test that started it all.<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">The post spread like wildfire across social media platforms, with users expressing disbelief, amusement, and outrage in equal measure. The original post garnered over<\/span><b> 26 million views on Twitter alone<\/b><span style=\"font-weight: 400;\">, with thousands of reposts, quotes, and comments.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The image quickly migrated to Instagram, TikTok, and Facebook, where it continued to rack up engagement.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Erewhon never formally announced the strawberry as a limited-edition product or launched an ad campaign around it. Their response\u2014or lack of one\u2014only fueled speculation.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Had Erowhon gone too far, or was it playing a clever joke?<\/span><\/p>\n<h3>The Demi Lovato taste test<\/h3>\n<p><span style=\"font-weight: 400;\">On March 8, 2025, Demi Lovato shared a video with her 6.8 million followers. She unboxed and sampled the strawberry and rated it an eight out of ten, noting its lack of tartness and overall sweetness.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The video quickly went viral, garnering <\/span><b>13.8 million views<\/b><span style=\"font-weight: 400;\"> and sparking widespread discussion.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But did Demi deem the berry worth $19? We won\u2019t spoil the ending.<\/span><\/p>\n<p>&nbsp;<\/p>\n<blockquote class=\"tiktok-embed\" style=\"max-width: 605px; min-width: 325px;\" cite=\"https:\/\/www.tiktok.com\/@screenshothq\/video\/7480141109025377558\" data-video-id=\"7480141109025377558\">\n<section><a title=\"@screenshothq\" href=\"https:\/\/www.tiktok.com\/@screenshothq?refer=embed\" target=\"_blank\" rel=\"noopener noreferrer\">@screenshothq<\/a> Demi Lovato shared her opinion after taste-testing the wildly popular $19 \u2018Elly Amai\u2019 Japanese strawberry sold at Erewhon as she calls it \u201ca waste\u201d of her money in this TikTok video. \ud83c\udf53 <a title=\"demilovato\" href=\"https:\/\/www.tiktok.com\/tag\/demilovato?refer=embed\" target=\"_blank\" rel=\"noopener noreferrer\">#demilovato<\/a> <a title=\"erewhon\" href=\"https:\/\/www.tiktok.com\/tag\/erewhon?refer=embed\" target=\"_blank\" rel=\"noopener noreferrer\">#erewhon<\/a> <a title=\"viralstrawberry\" href=\"https:\/\/www.tiktok.com\/tag\/viralstrawberry?refer=embed\" target=\"_blank\" rel=\"noopener noreferrer\">#viralstrawberry<\/a> <a title=\"ellyamai\" href=\"https:\/\/www.tiktok.com\/tag\/ellyamai?refer=embed\" target=\"_blank\" rel=\"noopener noreferrer\">#ellyamai<\/a> <a title=\"\u266c original sound - SCREENSHOT\" href=\"https:\/\/www.tiktok.com\/music\/original-sound-7480141135122336534?refer=embed\" target=\"_blank\" rel=\"noopener noreferrer\">\u266c original sound &#8211; SCREENSHOT<\/a><\/section>\n<\/blockquote>\n<p><script async src=\"https:\/\/www.tiktok.com\/embed.js\"><\/script><\/p>\n<p style=\"text-align: center;\"><i><span style=\"font-weight: 400;\">Demi Lovato\u2019s taste test. Was it worth the money?<\/span><\/i><\/p>\n<h2>Key Success Factors<\/h2>\n<h3>Perfect alignment with brand identity<\/h3>\n<p><span style=\"font-weight: 400;\">The $19 strawberry stunt worked because it perfectly aligned with Erewhon&#8217;s existing brand perception. The store is already known for premium pricing, so the strawberry felt like an extension of that identity rather than a departure.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This consistency made the stunt believable enough to spark genuine reactions while being outrageous enough to drive shares.<\/span><\/p>\n<h3>Simplicity and visual impact<\/h3>\n<p><span style=\"font-weight: 400;\">The campaign&#8217;s strength lay in its simplicity. A single strawberry in clear packaging with a bold price tag created an instantly understandable, visually striking image that required no explanation.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This simplicity made it perfect for social sharing\u2014the humor and shock value were immediately apparent without needing context.<\/span><\/p>\n<h3>Strategic ambiguity<\/h3>\n<p><span style=\"font-weight: 400;\">By neither confirming nor immediately denying the strawberry&#8217;s legitimacy, Erewhon created a space for speculation that extended the campaign&#8217;s lifespan. This ambiguity encouraged people to form their own theories and engage in conversations about whether it was real, a joke, or a commentary on luxury pricing.<\/span><\/p>\n<h3>Tapping into existing conversations<\/h3>\n<p><span style=\"font-weight: 400;\">The campaign cleverly played into ongoing discussions about wealth inequality, inflation, and luxury consumption. With such an extreme example of premium pricing, Erewhon inserted itself into broader cultural conversations, causing the story to spread beyond its immediate customer base to reach a global audience.<\/span><\/p>\n<p><img loading=\"lazy\" class=\"size-full wp-image-23348 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2025\/03\/eyewitness-news-eating-a-strawberry-live.jpg\" alt=\"eyewitness news eating a strawberry live\" width=\"780\" height=\"417\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/03\/eyewitness-news-eating-a-strawberry-live.jpg 780w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/03\/eyewitness-news-eating-a-strawberry-live-300x160.jpg 300w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/03\/eyewitness-news-eating-a-strawberry-live-768x411.jpg 768w\" sizes=\"(max-width: 780px) 100vw, 780px\" \/><\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/www.youtube.com\/watch?v=pbUL_iKLkw0\"><i><span style=\"font-weight: 400;\">ABC News<\/span><\/i><\/a><i><span style=\"font-weight: 400;\"> news anchors put the berry to the test\u2014was it worth the hype?<\/span><\/i><\/p>\n<h2>Innovative Elements<\/h2>\n<h3>Price as the punchline<\/h3>\n<p><span style=\"font-weight: 400;\">While most marketing focuses on conveying value, Erewhon flipped the script by making the outrageous price itself the centerpiece of the campaign. This reversal created a meta-commentary on luxury branding that resonated with both critics and fans of premium products.<\/span><\/p>\n<h3>Self-aware marketing<\/h3>\n<p><span style=\"font-weight: 400;\">The campaign showed remarkable self-awareness by leaning into criticisms rather than defending against them. By seemingly exaggerating its most controversial attribute\u2014high prices\u2014Erewhon demonstrated it was in on the joke, transforming potential negative publicity into positive engagement.<\/span><\/p>\n<h3>User-generated distribution<\/h3>\n<p><span style=\"font-weight: 400;\">Instead of relying on paid advertising, Erewhon let shoppers and social media users do the distribution work with <\/span><a href=\"https:\/\/mediashower.com\/blog\/gopro-million-dollar-challenge-marketing-campaign\/\"><span style=\"font-weight: 400;\">user-generated content<\/span><\/a><span style=\"font-weight: 400;\">. This organic spread lent authenticity to the campaign and created a sense of discovery that traditional advertising channels can&#8217;t replicate.<\/span><\/p>\n<h3>Real-world installation as digital bait<\/h3>\n<p><span style=\"font-weight: 400;\">The physical strawberry display served as bait for digital content creation. When it placed the strawberry in-store where it would likely be photographed and shared, Erewhon created a bridge between physical retail and digital virality\u2014a clever strategy for a brick-and-mortar business in the digital age.<\/span><\/p>\n<p><img loading=\"lazy\" class=\"size-full wp-image-23349 aligncenter\" src=\"http:\/\/mediashower.com\/blog\/wp-content\/uploads\/2025\/03\/mindy-kaling-eating-a-strawberry.jpg\" alt=\"mindy kaling eating a strawberry\" width=\"780\" height=\"440\" srcset=\"https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/03\/mindy-kaling-eating-a-strawberry.jpg 780w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/03\/mindy-kaling-eating-a-strawberry-300x169.jpg 300w, https:\/\/www.mediashower.com\/blog\/wp-content\/uploads\/2025\/03\/mindy-kaling-eating-a-strawberry-768x433.jpg 768w\" sizes=\"(max-width: 780px) 100vw, 780px\" \/><\/p>\n<p style=\"text-align: center;\"><i><span style=\"font-weight: 400;\">Mindy Kaling\u2019s surprising verdict on <\/span><\/i><a href=\"https:\/\/www.youtube.com\/watch?v=kAvIt7gRoT4\"><i><span style=\"font-weight: 400;\">Jimmy Kimmel<\/span><\/i><\/a><i><span style=\"font-weight: 400;\"> (near the end of the video).<\/span><\/i><\/p>\n<h2>Impact and Results<\/h2>\n<p><span style=\"font-weight: 400;\">The $19 strawberry campaign generated extraordinary results, especially considering its minimal production cost.<\/span><\/p>\n<h3>Massive social reach<\/h3>\n<p><span style=\"font-weight: 400;\">The original Twitter post alone garnered over 26 million views, with extended reach across Instagram, TikTok, and Facebook pushing total impressions well into the tens of millions. The hashtag #erewhonstrawberry trended on multiple platforms, creating a genuine cultural moment.<\/span><\/p>\n<h3>Media coverage amplification<\/h3>\n<p><span style=\"font-weight: 400;\">The strawberry story was picked up by numerous media outlets, including food blogs, lifestyle publications, and even mainstream news sources like <\/span><a href=\"https:\/\/www.usatoday.com\/story\/money\/food\/2025\/03\/11\/19-dollar-erewhon-strawberry\/82236271007\/\"><span style=\"font-weight: 400;\">USA Today<\/span><\/a><span style=\"font-weight: 400;\"> and the U.K.\u2019s <\/span><a href=\"https:\/\/www.theguardian.com\/food\/2025\/mar\/15\/viral-strawberry-erewhon-los-angeles\"><span style=\"font-weight: 400;\">The Guardian<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This coverage extended the campaign&#8217;s reach far beyond social media and introduced the Erewhon brand to new audiences worldwide.<\/span><\/p>\n<h3>Brand awareness expansion<\/h3>\n<p><span style=\"font-weight: 400;\">For a regional grocery chain with just 10 locations in Southern California, the campaign created unprecedented national and international brand awareness. Searches for &#8220;Erewhon Market&#8221; spiked dramatically following the viral post, introducing the brand to millions of potential customers.<\/span><\/p>\n<h3>Strengthened brand positioning<\/h3>\n<p><span style=\"font-weight: 400;\">Rather than damaging Erewhon&#8217;s reputation, the stunt reinforced its positioning as an ultra-premium grocery destination. The campaign transformed potential criticism into a strength, solidifying Erewhon&#8217;s place as the epitome of luxury food retail.<\/span><\/p>\n<h2>Marketer Takeaways<\/h2>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Embrace your brand&#8217;s quirks.<\/b><span style=\"font-weight: 400;\"> Erewhon turned its high prices from a liability into viral gold by leaning into its luxury reputation.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Simplicity cuts through noise.<\/b><span style=\"font-weight: 400;\"> A single strawberry and a price tag drove more engagement than multimillion-dollar campaigns.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Ambiguity fuels buzz. <\/b><span style=\"font-weight: 400;\">Leaving room for speculation keeps people talking and extends a campaign\u2019s lifespan.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Lean into controversy.<\/b><span style=\"font-weight: 400;\"> When people mock your brand, don\u2019t fight it\u2014turn the attention into free marketing.<\/span><\/li>\n<\/ul>\n<blockquote><p><b>Media Shower&#8217;s AI platform helps you do organic viral marketing without the outrageous price tag. <\/b><a href=\"https:\/\/www.mediashower.com\/free-trial\"><b>Click for a free trial<\/b><\/a><b>.<\/b><\/p><\/blockquote>\n\n\t<div class=\"category-view-wrapper\">\n\t\t\t\t\t<h2>More Tools for Busy Marketing Managers:<\/h2>\n\t\t\t<div class=\"category-view-articles ms-submit-posts\">\n\t\t\t\t<section id=\"recent-posts\" class=\"recent-posts\">\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t        <div id=\"post\">\n\t\t\t            <header class=\"clearfix\">\n\t\t\t                <div id=\"single-header\">\n\n\t\t\t                    \n\t\t\t\t                    \t\t\t\t                    \t\t\t\t                    \t\t\t\t                    <div id=\"single-header-img\">\n\t\t\t\t                        <img 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genius.<\/p>\n","protected":false},"author":113,"featured_media":23345,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[459],"tags":[],"_links":{"self":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts\/23344"}],"collection":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/users\/113"}],"replies":[{"embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/comments?post=23344"}],"version-history":[{"count":1,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts\/23344\/revisions"}],"predecessor-version":[{"id":23350,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/posts\/23344\/revisions\/23350"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/media\/23345"}],"wp:attachment":[{"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/media?parent=23344"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/categories?post=23344"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.mediashower.com\/blog\/wp-json\/wp\/v2\/tags?post=23344"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}