Pear Bureau Northwest is launching a print ad campaign for USA Pears in Bon Appétit, Cooking Light, Every Day with Rachael Ray, Weight Watchers Magazine, and Food Network Magazine.
The consumer publications have a combined circulation of more than 20 million.
The advertising runs from October through the end of February. It emphasizes the importance of ripening with the tagline: “Want it sweet? Check the neck to know it’s ripe.”
The ads depict fresh pears replacing typical dessert items, with a green anjou on an ice cream cone, a red anjou in a cupcake paper, and a bosc on a cake stand.
The bottom of the ads displays information on determining ripeness: “It’s easy, just use your thumb to apply gentle pressure to the neck, near the stem. If it yields slightly, your pear is ripe, sweet and juicy. If it’s firm, let it ripen at room temperature for a day or two.”
Readers are referred to www.usapears.org for recipes.
“Our research has shown that we’ve increased the number of shoppers who know how to tell when a pear is ripe, which is the key to flavor,” Kevin Moffitt, president and chief executive officer of Milwaukie, Ore.-based Pear Bureau Northwest, said in a news release. “We’re continuing to expand upon that success with this advertising campaign, which will attract and excite consumers, inspire healthier choices, and increase pear consumption.”
The campaign succeeds another that ran for three seasons. The new campaign will run for three to five years in magazines and online. It targets the typical pear consumer: women ages 25 to 54 with average household incomes of $50,000-plus.