PBH to roll out Get Smart! Campaign for March - The Packer

PBH to roll out Get Smart! Campaign for March

12/17/2007 12:00:00 AM
Tom Karst


The Fruits & Veggies — More Matters promotional effort will be a year old in March.

(Dec. 17) The Produce for Better Health Foundation will ask consumers to “get smart” with their eating habits during a National Nutrition Month promotion in March, said Elizabeth Pivonka, president of the Produce for Better Health Foundation, Wilmington, Del.

“Get Smart! Fruits & Veggies — More Matters” will be a main promotional message of National Nutrition Month promotions, Pivonka said.

The campaign will include a new series of consumer tips using the slogan, designed to help consumers “get smart” and overcome traditional barriers to purchasing, preparing, and serving fruits and vegetables.

Pivonka said Dec. 14 PBH is still talking with Warner Brothers Entertainment Inc., about an official “Get Smart” movie tie-in.

However, the foundation’s lawyers have indicated the campaign can still use the words “get smart” whether or not there is an official tie-in to the movie, set for a June release.

MORE MATTERS ANNIVERSARY

The March promotions will also be a focal point to celebrate the one-year anniversary of the launch of the “Fruits & Veggies: More Matters” brand message, Pivonka said. Media outreach to mark the occasion will include data from a poll of consumers in late January.

“We will have some consumer data that we think will be interesting and capture some (public relations) attention,” she said. The data should be of interest to both the trade and to the consumer media, and another set of statistics from the survey will be released in September, she said.

The consumer survey data will be collected from 1,000 Generation X moms in late January and early February, Pivonka said. The data will measure attitudes and awareness of the brand message, in addition to other “media-friendly nuggets” about fruits and vegetables.

Behavior data which measures consumption will be collected in following years, she said.

The 2008 “Fruits and Veggies: More Matters” promotion campaign will have focused promotions both during the National Nutrition Month in March and in September, which is designated the National Fruits & Veggies-More Matters Month.

RETAIL ROLE MODEL

Pivonka said PBH hopes to recognize at least one and probably more retailers as a Supermarket Retailer Role Model for the brand. That honor highlights a retailer set apart by their support for the More Matters message throughout the store.

About 600 stock-keeping units have been registered to use the More Matters logo through September, two-thirds of which are fresh produce, she said.

Close to 90% of licensees signed up to use the 5 a Day logo have transferred to use the More Matters logo.



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