The U.S. Highbush Blueberry Council’s (USHBC) new strategic positioning and call-to-action, Grab a Boost of Blue, officially kicks off this month with a comprehensive marketing campaign and two resource hubs tailored to blueberry industry stakeholders and retailers.
Designed to tap into consumer passion for blueberries, Grab a Boost of Blue seeks to motivate those consumers to enjoy more of the fruit they love and can be used in multiple points of contact in retail and digital channel promotions.
After exposure to the Grab a Boost of Blue concept in consumer research and testing, participants significantly increased their purchase intent for both fresh and frozen blueberries:
- The top two box purchase intent for fresh blueberries increased by 30 points – 87% of consumers indicated they would definitely or probably purchase fresh blueberries on their next grocery trip.
- The top two box purchase intent for frozen blueberries increased by 17 points – 68% of consumers indicated they would definitely or probably purchase frozen blueberries on their next grocery trip.
“Our strategic marketing program inspiring consumers to ‘Grab a Boost of Blue’ is all about driving demand and increasing sales,” shared USHBC President Kasey Cronquist, also president of the North American Blueberry Council (NABC). “We hope that growers, marketers and other stakeholders will join in to encourage their own consumer audiences to Grab a Boost of Blue, as we believe this data-driven strategy will make a positive impact on both the industry as a whole and their own operations.”
The Grab a Boost of Blue consumer marketing program focuses on six promotional “power periods” based on key buying periods and seasonal trends, encouraging consumers to buy and eat more blueberries during Heart Health Month (February), Frozen Food Month (March), Brain Health Month (June), National Blueberry Month (July), National Diabetes Month (November), and the end-of-year holiday season.
Multiple consumer touch-points for Grab a Boost of Blue are planned throughout the year:
- National digital advertising to consumers driving demand across the entire path to purchase, including online and in-store grocery shopping.
- Retail partnerships and shopper marketing.
- Always-on social media and media relations.
- Exciting consumer promotions and nationwide contests.
- New digital resources and assets.
- An Amazon Alexa skills integration.
- “Blueberry Ambassador” influencer partnerships.
- “Blue Crew” health professional partnerships.
Also included in the Grab a Boost of Blue program launch are refreshed and targeted digital content across USHBC retail, consumer and health professional portals.
