Take a right-brained approach to produce marketing - The Packer

Take a right-brained approach to produce marketing

02/21/2014 10:26:00 AM
Craig Stephen

Another recent event was the Super Bowl and all the great new commercials.

While the game was less than exciting, many people thought the ads were top notch. Ad Week rated Budweiser’s “Puppy Love” and Cheerio’s “Gracie” the top two ads.

Interestingly enough, neither of these two commercials mentioned anything about their product. They were effective by tugging on our emotions.

The produce industry has an opportunity to embark on a different approach to appeal to consumers to “Eat Your Fruits and Veggies.”

Through the Produce Marketing Association’s partnership with Sesame Workshop and the Partnership for a Healthier America, the fresh produce industry has new tools, on a broad basis, to increase consumption by changing consumer behavior.

Creative programs using the “Sesame Street” characters can not only be informative, but fun. This approach to emotion-based messaging can tap into consumers’ right brains and help drive purchases and consumption.

But, let’s not stop there.

“Sesame Street” could be just one part of a larger overall movement to increase produce consumption. Today’s engaged consumer is more likely to make a purchase recommended by her social network. We need to become part of those conversations too, with trendy right-now messaging.

Let’s try to make “eating your fruits and veggies” what consumers want, not what they need. But if that’s too logical, we can again create informative messages explaining the World Health Organization’s new report.

And, what’s the definition of insanity?

Craig Stephen is chief strategy officer of N2N Global, Longwood, Fla.

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