Marketing to Kids Business Updates

04/16/2014 10:52:00 AM
David Mitchell

Megan McKenna, marketing director for the National Mango Board, said fresh-cut mango sales increased 62% in 2013. McKenna said that in addition to fresh-cut mango offerings, cut mangoes also are being included more often in mixed fruit trays and bowls.

So how do marketers get more mangoes into kids’ hands? The National Mango Board is targeting the primary shopper in most households — moms. The board is planning a Mother’s Day promotion with its celebrity spokesman Clinton Kelly — the co-host of “What Not to Wear” — and his mother, Terri. Kelly and his mom will share breakfast recipes — for items such as mango curd crepe cake, mango yogurt and granola bowls, and mango doughnut muffins — personal Mother’s Day stories and ideas to celebrate with national broadcast, print and online media leading up to the May 11 holiday, McKenna said.

The board also plans a Mother’s Day contest on Pinterest. McKenna said that promotion is intended to drive Web traffic and inspire moms with recipe ideas, relaxation tips and more. Moms can create contest boards on their Pinterest accounts during a 30-day promotion period scheduled to begin April 14. Winners will be announced May 16. Prizes include mangoes, a cutting board, fruit scoops, a paring knife and a spa gift card.

Stemilt Aiming to Make Kids ‘Consumers for Life’

It’s been three years since Stemilt Growers Inc., introduced Lil Snappers, but the Wenatchee, Wash.-based grower shipper isn’t done improving on the concept.

“We’re working to develop a kid brand that’s appealing to parents who want a perfectly kid-sized pieces of fruit for lunches or snacks,” said Brianna Shales, communications manager.

The line first rolled out in 2011 with 3-pound bags of small apples and pears. Sunkist Growers joined the effort a year later, bringing small oranges into the mix.

This season, Stemilt added bosc and red pears to the product offering, which already included bartlett and d’anjou pears. Lil Snappers are offered with seven different apple varieties, including Honeycrisp and Pinata.


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