Kid-focused outreach critical to DNE marketing - The Packer

Kid-focused outreach critical to DNE marketing

08/09/2013 12:25:00 PM
Melissa Shipman

DNE World Fruit SalesCourtesy DNE World Fruit SalesDNE World Fruit Sales, which markets citrus under the Ocean Spray label, knows marketing to kids is important because citrus consumer demographics skew older, says Kathy Hearl, marketing promotions manager.For DNE World Fruit Sales, Fort Pierce, Fla., marketing to children is especially important for procuring citrus consumers of the future.

“Citrus consumer demographics skew older, so marketing to kids is important for today and for the future,” said Kathy Hearl, marketing promotions manager.

Hearl cites grapefruit as a particular area for focus.

“This is more critical for fresh grapefruit, where adults ages 31-50 constitute the largest single consumer group,” Hearl said.

To reach children more effectively, DNE tries to target kids and parents.

“Targeting the kids through packaging encourages the child to be part of the purchase decision, while targeting the parent by offering kid-friendly recipes and ideas puts the parent in the driver’s seat to make the purchasing decision while providing the tools to encourage the kids to consume the product,” Hearl said.

Hearl also said kids important to reach because they often influence the parents’ purchases.

“Moms are always looking for healthy alternatives, so when their child requests that she buys some oranges or clementines this is a win-win situation,” Hearl said.

To catch the eyes of children, DNE offers several bags and point-of-sale materials that depict characters, such as a koala and a kangaroo.

They’ve even started to offer more products that appeal to kids.

“DNE is expanding the seasonal of our product line of easy-peel, seedless varieties, each of which are a kid-friendly variety,” Hearl said.

Kids are also featured in the company’s trade ads this year.

The company also plans in-store demonstrations.

“This year we will run themed in-store demos to bring more attention to South African summer citrus. The Lion mascot will appear at some of these events,” Hearl said.

DNE also plans to offer samples of cut fruit and hand out kid tattoos, she said.

Hearl says efforts such as these have helped the citrus category as a whole.

“The industry has put substantial marketing resources into clementines, mandarins and other easy peelers, turning this into the fastest growing citrus segment,” she said.

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