Blueberry council launches Grab a Boost of Blue campaign
The U.S. Highbush Blueberry Council has launched Grab a Boost of Blue, a strategic positioning and call to action backed by new tools and consumer research for retailers.
In connection with promotions throughout the year, Grab a Boost of Blue is designed to tap into consumers’ passion for blueberries and increase consumption, according to a news release.
The USHBC breaks down the campaign’s components to successfully gain attention and increase demand:
- Grab: Motivates a strong call to action (easy and convenient);
- A Boost: Promotes energy, health, great taste; and
- Of Blue: Captures the color as a “visual feast for the eyes and pops off the plate!”
The council has added online resources, tools and advice on its website to help retailers capitalize on the new consumer promotion programs. The USHBC marketing plan identified six “power periods” to help build sales during key buying times and seasonal trends.
They are, according to the release:
- February: Heart Health Month
- March: Frozen Food Month
- June: Brain Health Month
- July: National Blueberry Month
- November: National Diabetes Month
- November-December: Holidays
For the first power period, Heart Health Month, the USHBC offers resources and assets including a Grab a Boost of Blue infographic, information on the American Heart Association’s Heart-Check program and information on blueberry health research.
Promotions are also encouraged for specific food celebrations throughout the year: Blueberry Pancake Day (Jan. 28), Blueberry Pie Day (April 28), Blueberry Cheesecake Day (May 26), Blueberry Smoothie Day (June 21), Blueberry Day (July 8), Blueberry Muffin Day (July 11) and Blueberry Popsicle Day (Sept. 2).
The new resources will be used in advertising, point of sale, social media, public relations and packaging. A toolkit resource hub for retailers highlights how the Grab a Boost of Blue campaign will resonate with shoppers and how blueberries can drive the bottom line, according to the release.
The council has new consumer research based on an online survey of 300 consumers that show shoppers who were exposed to the Boost of Blue are more likely to increase intended purchases of fresh and frozen blueberries. Weekly purchase intent for fresh blueberries increased 15 points, with 56% indicating they plan to buy the berries at least once a week. For frozen, the intent increased 12 points, with 43% intending to purchase at least once a week.
Consumers respond to health messages in the Grab a Boost of Blue campaign, according to the research.
