Cracking the code for increased consumption

12/09/2013 09:45:00 AM
Tom Karst

No argument from me about the credentials of those who are on the task force, but why not include a senior staff from PBH in the mix?

With such high hopes to leverage the “Sesame Street” brand, it would have made sense to include the industry’s promotion generic outfit as the foundation is laid.

Plus, PBH’s experience in licensing the “More Matters” message and logo would provide a voice of experience to the task force.

Whatever the reason for the apparent snub, we can only hope that members of the task force that have served PMA in a volunteer capacity or who have leaned on PBH for resources will be the voice for inclusion as the heavy lifting for this ambitious project begins.

I asked for PMA’s comment on this point but haven’t heard from them (as of Dec. 5).

Perhaps the industry will always be flummoxed in its attempt to create a demand-shifting generic promotion campaign for fresh produce.

Decades from now, perhaps the focus of marketing efforts will be even more sharply brand or commodity focused.

How are blueberries good for you? Let me count the ways.

I’ve been on the record with the contention that mandatory assessments from domestic and imported fresh produce suppliers should fund generic promotion efforts.

I think “fresh” needs to be the focus. After all, our friends in the frozen food industry are funding studies that tell the consumer to “think frozen.”

One thing is certain: it will be difficult to ask the government to do more than what it is doing. Dietary guidelines that are friendly to fruits and vegetables, updated school lunch standards (now under attack) that favor fresh produce, the first lady’s pro-industry anti-obesity campaigns.

Other than a workable immigration policy, what more can the industry ask?

Cracking the code to increased consumption can begin now.

Sure, it would be immeasurably better if the industry had $150 million in generic promotion assessments to help implement this Sesame Street campaign.

But the sharp marketing minds enlisted for this task force — notwithstanding the painful omission of PBH — will deliver a winning opportunity to create awareness and demand for fresh produce in return for a modest investment.


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