The campaign will hit stores nationwide soon, according to a June 4 news release from San Diego-based Oster and Associates, which is conducting the campaign for San Diego-based Organics Unlimited.
“Traditionally, produce industry marketers have focused on adults as key decision makers in the household, targeting parents to drive sales,” Bev Oster, president and creative director of Oster and Associates, said in the release. “We want to change that way of thinking, and speak to the young decision makers who accompany mom and dad to the store.”
Most children’s marketing, Oster said, focuses on the sale of pre-packaged snacks, rather than fresh fruits and vegetables.
But with parents increasingly concerned about childhood obesity, this is the time to appeal to children with bright packaging, fun slogans and cross-promotions with popular children’s television shows and movie franchises, she said.
“As companies place a renewed focus on marketing produce and other healthy alternatives, they shouldn’t forget younger generations. We have the chance to use our marketing expertise for a phenomenal cause: helping children to eat better and stay healthier, creating a better world for our youngsters.”