“We’re also planning tailgate parties state-wide, at both professional and collegiate sports events this fall,” he said. “We wanted to give consumers who are already passionate about those things — sports and food — ideas for incorporating fresh produce in different ways. We’re raising awareness of where those fresh products are grown, shipped or distributed by Texas companies.”
The campaign also includes media outreach, including trade and consumer media, bloggers, and promoting brands on social media. The companies sponsored a summer salsa promotion, giving away prize packs for consumers to customize recipes from the company’s executive chef.
The third part of the campaign includes cause marketing and philanthropy with commitments to donate to the Let’s Move Salad Bars to Schools initiative. Frontera and Crescent Fruit donated to local schools in the past and will continue to donate as part of the campaign, Nemecek said.
“It makes perfect sense for the salad bar initiative to tie in as a solution for local officials to start spreading health and wellness messages at the local level,” he said. “We’ll hopefully get even more awareness through the It’s Time Texas program.”