Folsom, Calif. – The U.S. Highbush Blueberry Council (USHBC) this month launches a national marketing campaign to engage the next generation of produce shoppers by highlighting the performance and lifestyle benefits of blueberries. The campaign emphasizes the USHBC’s new positioning for blueberries, Little Blue Dynamos®, which was developed based on extensive market research and testing, and was unveiled to consumers in 2011.
“We know that people are drawn to blueberries not just because they’re healthy, but also because of all the positive memories and experiences they’ve had with them,” said Mark Villata, executive director for the USHBC. “The Little Blue Dynamos positioning marries the functional perks of blueberries – good nutrition, great taste, convenience and versatility – with all the happy feelings this tiny fruit evokes – energy, enthusiasm, nostalgia and even joy.”
The USHBC’s 2012 marketing campaign targets women aged 25-45, with an emphasis on moms who have young children living at home. All tactics and creative elements are designed to capture the attention of this customer group with relevant and inspirational messaging delivered via channels they know and trust.
The campaign includes four months of print and online advertising in outlets including Food Network Magazine, Cooking Light, FoodNetwork.com and RachaelRay.com; recipe integration on RachaelRay.com and littlebluedynamos.com; sponsorship of the Chicago Botanic Garden’s “Garden Chef Series,” July 14-15; email and sweepstakes promotions targeting an opt-in audience of moms in key cities across the U.S.; six months of search advertising; and ongoing social media activities.
Evidence of the Little Blue Dynamos marketing program can also be seen at retail. Many blueberry producers are featuring the iconic Little Blue Dynamos seal on their packaging to remind shoppers of all the nutrition and lifestyle benefits blueberries have to offer. Similar opportunities are available to retailers.
“In addition to helping us better connect with consumers, the Little Blue Dynamos campaign is unifying the industry around common goals for research and promotion,” said Art Galletta, chairman of the USHBC. “We think the emotional connections these programs help us forge with the next generation of produce shoppers will create immense opportunity for the industry in the coming years.”
About the U.S. Highbush Blueberry Council
The U.S. Highbush Blueberry Council (USHBC) consists of growers and packers in North and South America who market their blueberries in the United States. The members of the USHBC work together to promote the growth and wellbeing of the entire industry. The blueberry industry is committed to providing blueberries that are grown, harvested, packed and shipped in clean, safe environments. Learn more about blueberries at www.littlebluedynamos.com or www.facebook.com/littlebluedynamos.
Source: U.S. Highbush Blueberry Council
