Little Blue Dynamos targets younger women

11/26/2012 01:07:00 PM
Mike Hornick

Little Blue DynamosA survey aimed at charting the progress of the Little Blue Dynamos marketing campaign found 94% of women ages 25 to 45 said blueberries have health benefits.

Of those, 73% with children 18 or younger said their kids think blueberry servings are fun.

Harris Interactive conducted the online survey of 2,114 adults in partnership with the U.S. Highbush Blueberry Council and CRT/tanaka in August.

“We were especially interested in what women ages 25 to 45 would have to say,” Mark Villata, executive director at the Folsom, Calif.-based council said in a news release. “Because women make most of the food purchase decisions for themselves and their families, their opinions about how blueberries fit into their lives help guide our consumer marketing program.”

The traditional target for blueberry marketers has been women ages 45 to 60. Little Blue Dynamos was founded in 2011 to expand sales among younger women. Survey responses included 476 from among those.

The survey was not based on a probability sample, so no margin of error was reported.

The campaign appeared this year in full-page ads in Food Network magazine and Cooking Light. Online banner ads included RachaelRay.com, FoodNetwork.com and DailyCandy Kids. There were TV appearances and exposure on Facebook, Twitter and blogs.



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