The Watsonville-based California Strawberry Commission wants to make an emotional connection with people through a multi-pronged promotion aimed at connecting the hearts of strawberry growers with the hearts of consumers, according to a news release.
The commission is kicking off its 2020 Snack with Heart campaign this spring using social and digital media, influencer partnerships and national media outreach.
“The program is designed to demonstrate the heart behind California strawberry farming, elevate the health benefits of California strawberries and amplify the versatile ways consumers celebrate and love fresh and frozen strawberries throughout the year,” the release said.
A new video series has been created to tell real stories of California strawberry farmers and farmworkers by providing “a behind-the-scenes look at the heart and passion behind growing nearly 90% of the nation’s strawberries,” according to the release.
This series can be viewed at californiastrawberries.com and the @castrawberries social media platforms. The site is also available in Spanish.
Consumers with a love for strawberries can enter Snack with Heart challenges during peak strawberry season, which runs through August.
By posting their unique strawberry snacks on Instagram, consumers can win premium prizes, including the end-of-summer cash grand prizes of $1,500, $1,000 and $750, the release said.
The commission also will publicize health benefits of strawberries throughout the year and promote the latest nutrition research news.
Finally, to keep retailers in the know about the strawberry crop forecast, consumer promotions, category information, nutrition facts and more, the commission has initiated a California strawberries retail newsletter.