Firms ready promos for kids

08/03/2012 11:43:00 AM
Sarah Krause

Advertisers spend billions of dollars each year marketing their products and a huge chunk of that change is directed at the youngest consumers.

And with good reason.

Research shows that kids under twelve spend $11 billion of their own money, teens jump to $100 billion, and, overall, kids influence roughly $165 billion of their parents’ money per year.

Clearly, children are big business.

The common thread in the industry: any way to increase kids’ consumption of fruits and vegetables is always a good thing.

That message builds a lifetime habit of healthy eating, tackles the obesity epidemic and creates the next generation of consumers shopping the produce aisle.

Pivonka“(Kids) are the future consumers,” said Elizabeth Pivonka, president and chief executive officer of the Hockessin, Del.-based Produce for Better Health Foundation.

“If you get them eating fruits and vegetables now, they’ll be eating them for the next 70-80 years.”

School time

With back to school right around the corner, companies have ramped up their marketing strategies.

They’re rolling out lines aimed at kids, planning fall promotions, selling pint-sized fruit and revamping kid sections of their websites and quick-response codes.

Pear Bureau Northwest, Milwaukie, Ore., is partnering with the kids’ TV show “LazyTown” this fall to promote pears.

Orlando, Fla.-based Produce for Kids will continue its partnership with the children’s cable television network Sprout.

Colorful graphics, well-known cartoon characters and tie-ins with favorite movie characters remain popular to promote produce.

The message is make it fun and accessible while encouraging kids to eat healthier.

Don’t overlook the importance of mom.

Industry insiders say marketing to moms — usually the main shopper in the family — gives them an idea of what to market to kids.

The National Mango Board, Orlando, is joining with BlogFrog, an online influencer marketing platform, to get information about mangoes to mom bloggers.

Another essential strategy all in the industry agree upon is educating kids about fruits and vegetables and healthy eating.

TaylorAs a consultant working with the Indianapolis Public School District, Indianapolis Fruit Co.’s official Produce Mom blogger, Lori Taylor, knows getting into classrooms is vital.

“Education is a big part because there are so many choices out there,” she said.

“Information has to be made available to children (about) different foods, cooking techniques, good nutrition and convenience. We want to get the message out there that it is possible.”



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Wanda Thibodeaux    
August, 03, 2012 at 04:18 PM

If kids are capable of spending money, they need to learn how to manage it, too. Some great sites for providing financial education are out there--http://www.bankaroo.com is free and worth a try.

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