A new ad campaign from specialty produce shipper Southern Specialties targets young people.
The Pompano Beach, Fla.-based company"s "Fresh Generation" campaign will run in industry publications, according to a news release.
"Our products hit the sweet spot for millennials interested in purchasing fresh produce," Charlie Eagle, vice president of business development, said in the release.
When celebrity chefs feature produce like baby rainbow carrots, yellow and green French beans or purple asparagus in their shows, Eagle said, it resonates with younger consumers.
"Our lineup is available in a pack and size perfect for the generation that wants quick, easy and healthy choices," Geno Valdes, vice president of sales and marketing, said in the release.
Several of the ads will be printed in groups of two showcasing both bulk products and the company"s Southern Selects value-added line.
"These ads are a departure from previous campaigns," Eagle said. "We decided to use employees, friends and their families as models. They all fall within the target demographic group and enjoy the fruits and vegetables we bring to market. We had great fun doing the photo shoots and I think that shows in the ads."