BARD VALLEY, Calif. – The group of family farmers that make up the Bard Valley Medjool Date Growers Association (BVMDGA) has announced a new healthy-living marketing campaign for its Natural Delights™ Medjool Dates brand to encourage new fitness and wellness-related usage, and to highlight the culinary possibilities of the fruit.
“Natural Delights offer the best of both worlds,” said Dave Anderson, marketing director of BVMDGA. “In addition to being naturally sweet and delicious, both in recipes and right out of the box, they are filled with vital vitamins and minerals. This unique blend led us to focus this year’s campaign on Medjool dates as part of a healthy lifestyle.”
In addition to a savory recipe ingredient, Medjool dates offer a variety of nutritional advantages that are essential to healthy-living. They are high in antioxidants, potassium, manganese and other minerals that help balance blood sodium levels and release energy from protein, fat and carbohydrates. Known as the “Fruit of the Kings,” Medjools are also a no-fat and no-cholesterol treat, and rate low to low/medium on the Glycemic Index (GI), which helps maintain a healthy weight and sustained energy – all of which is at the core of the new campaign.
The new geo-targeted campaign is a multifaceted national marketing plan encompassing digital advertising, in-store promotion, social media and PR elements targeting the health- and wellness-conscious consumer, as well as foodies looking for the next great healthy food discovery.
Digital tactics include web banners and pay-per-click advertising on health, wellness, fitness and culinary websites directing consumers to coupons, offers and local Natural Delights retailers. Social media elements include a weekly Facebook sweepstakes, fan-gated coupons and engagement initiatives. In a brand first, Natural Delights also will launch a national consumer advertising campaign in such magazines as Fitness, Health, Every Day with Rachel Ray andCooking Light. Print ad themes include “Taste Energy,” which focuses on Medjool dates as one of nature’s natural energy sources and the ideal post-workout pick-me-up, and “Liven Up Recipes” that showcases the versatility of cooking with dates – from shakes to salads.
“We want to make Natural Delights the go-to snack and recipe ingredient for fitness and health enthusiasts looking for a natural, satisfying yet healthy indulgence,” said Anderson.
BVMDGA has identified six key markets for the print campaign, including Miami, Tampa, Houston, Boston, Orlando and Chicago.
Natural Delights Medjool Dates has developed a collection of healthy recipes to accompany the campaign. The new recipe library – ranging from Rosemary Asiago Date Bites and the Turkey Date Roll-Upsto Gingered Carrot and Medjool Date Salad and Low-fat Strawberry-Date Smoothie– are available at www.naturaldelights.com.
New recipes under 500 calories per serving, include:
· Strawberry, Orange and Medjool Date Salad with Balsamic Reduction
· Greek Yogurt with Honey Macerated Citrus and Medjool Dates
· Non-dairy Cocoa-Date Smoothie
· Medjool Date Whole Grain and Oat Bars
About Bard Valley Natural Delights™ Medjool Dates
Caramel-like Natural Delights Medjool Dates are considered the best-tasting, most luscious dates in the world. In addition to being a good source of fiber, they contain no added sugar, are high in antioxidants and contain important vitamins and minerals, including Potassium, Copper, Magnesium, Vitamin B6, Niacin, Calcium and Iron. The Bard Valley Medjool Date Growers Association (BVMDGA), a consortium of family growers in the southwest, is responsible for over 60 percent of the Medjool dates grown in the U.S. Thanks to their efforts, Natural Delights is the top Medjool date brand in the country. For information and high-res art, including recipes, serving suggestions and nutritional information, go to www.naturaldelights.com.
Source: Bard Valley Medjool Date Growers Association
