A Power Your Lunchbox back-to-school healthy eating campaign garnered almost 200 million impressions across social media, public relations efforts, digital support and influencer outreach.
The #PowerYourLunchbox social media hashtag earned more than 42 million impressions alone during the campaign, which ended Sept. 22, according to a news release.
Started in 2014, the promotional campaign is one of the programs by Produce for Kids, a cause-marketing organization created in 2002 by Reidsville, Ga.-based Shuman Farms.
Nine brands were included in branded recipes, social media, e-mail marketing and influencer outreach: Bee Sweet Citrus, Crispy Green, GROW by Organics Unlimited, Litehouse, NatureFresh Farms, Pero Family Farms, Shuman Farms’ RealSweet, Wholly Guacamole and Zespri Kiwifruit.
Partners provided the equivalent of 180,000 meals to support four food banks in the Feeding America network.
“We are extremely excited to see such high engagement and reach this year as we repositioned the campaign with a refreshed look and call-to-action,” Trish James, Produce for Kids vice president, said in the release. “We are able to incorporate our health-conscious brand partners into a joint message that truly resonates with families in need of resources.”
A new registered dietitian, Sally Kuzemchak, and a website redesigned with a Pinterest aesthetic lent to the campaign’s success.
- Make plans to visit Produce for Kids at Fresh Summit
- Power Your Lunchbox promotion relaunches with nine produce brands
- Produce for Kids receives award for marketing to children