As grower-shippers enter their peak season for fresh blueberries, the U.S. Highbush Blueberry Council is launching a marketing program focusing on the next generation of produce shoppers.
The Folsom, Calif.-based council’s Little Blue Dynamos campaign highlights the berry’s performance and lifestyle benefits through advertising, sponsorships and social media efforts targeting younger demographics.
The council is focusing on 25- to 45-year-old women and mothers who care for young children. The campaign tries to capture that buying group’s attention through print and online advertising in magazines and websites including Food Network Magazine, Cooking Light, FoodNetwork.com and RachaelRay.com.
The campaign plans to integrate recipes on the Rachael Ray and littlebluedynamos.com sites and plans e-mail and sweepstakes promotions targeting an opt-in audience of mothers in key U.S. cities, according to a news release.
“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,” council chairman Art Galletta, co-owner and president of Atlantic Blueberry Co. Inc., Hammonton, N.J., said in the release. “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.”
The council introduced the Little Blue Dynamos theme in 2011.