Message must reach parents as well as kids

08/09/2013 12:33:00 PM
Melissa Shipman

Produce for Kids has a partnership with Sprout TV, a preschool TV channel that reaches 55 million homes, Keefer said.

Recognizable characters

Characters from the shows are an important part of Produce For Kids in-store promotions.

“The characters are part of our in-store signage, and they are very recognizable to kids, so that draws them in,” Keefer said.

Parents also recognize the characters, but it’s the products themselves that tend to be the drawing card.

“We have a lot of items that are grab-and-go, so there’s no need for slicing or dicing. These are pre-packaged items that are easy for busy parents to put in lunches,” Keefer said.

“On social media, we have mostly caregivers as followers, so we often push information such as recipes through those outlets,” said Kristen Stevens, senior vice president of the Produce for Better Health Foundation.

Kids, too

The foundation also offers information that’s more directed toward children.

“We have our Food Champs website for ages 2-8, which is fun way for them to learn about fruits and vegetables by playing games and other activities,” Stevens said.

The website, foodchamps.org, also offers coloring pages and kid-friendly recipes.

Stevens says there’s no real tried-and true method for what works best to reach kids, but having a holistic approach that targets parents and children works best.

“At least for us, that works really well,” she said.

In addition, targeting schools by offering resources and educational programs is important.

“We work with educators to get information to kids through the classrooms, in addition to the information from caregivers and directly from the website,” Stevens said.


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