The Bard Valley Medjool Date Growers Association, Bard Valley, Calif., is releasing a campaign for its Natural Delights Medjool Dates brand.

Date growers promote healthy living campaignThis campaign has a health focus.

“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 Dave Anderson, marketing director of the association, in a news release.

The company plans to use digital advertising, in-store promotions, social media and public relations to target the health-conscious consumer, according to the release.

The social media campaign includes a weekly Facebook sweepstakes involving coupons.

Natural Delights plans to launch a national consumer advertising campaign in such publications as Fitness, Health, Every Day with Rachael Ray and Cooking Light.

According to the release, the company has six markets for the print campaign: Miami, Tampa, Houston, Boston, Orlando and Chicago.

The group has also created recipes for the campaign, available on its website.