FMI honors Pure Flavor campaign with Gold Plate Award
Recognizing outstanding programs implemented by food retailers and suppliers to encourage family meals, the FMI Foundation’s 2022 Gold Plate Awards were celebrated via livestream Dec. 14.
In the category of Industry Supplier, greenhouse fruit and vegetable company Pure Flavor won the Gold Plate Award for its “Eat Well Together to Be Well Together” campaign that supported FMI’s National Family Meals Month.
“The recipients of the 2022 Gold Plate Awards represent a collective industry effort to help families stay strong with family meals,” said FMI President and CEO Leslie Sarasin. “I’m particularly proud of the programs that went the extra mile to connect the importance of family meals — however one defines family — to mental health.
“Through creative messages, in-store promotion and innovative employee engagement, the passion for the Family Meals Movement is just one way our industry stands out,” Sarasin continued.
Pure Flavor’s “Eat Well Together to Be Well Together” campaign was strategically designed to bring awareness to the importance of family meals, both physically and mentally, by encouraging meal prep, family interaction and the consumption of fruits and vegetables, according to a release. Each week, the greenhouse fruit and vegetable brand promoted new recipes, tips and family meal facts. It also engaged three different targeted audiences in surveys, giveaways and partnership interaction.
“Our omni-channel approach to connect with consumers with our ‘Eat Well Together to Be Well Together’ campaign ensured that we connected with the right people on the right channel at the right time with the right message,” Pure Flavor Chief Marketing Officer Chris Veillon said in a release. “The promotion of National Family Meals Month was right in our wheelhouse as a brand since our year-round promotional strategies are focused on just that — families.”
Pure Flavor created a dedicated website to support the campaign. The Ontario, Canada-based company also partnered with the Healthy Family Project to reach over 20,000 e-newsletter subscribers and secure 94,000 impressions and 11,000 engagements between their combined social media accounts, the release said.
Pure Flavor says its celebration of National Family Meals Month gained more than 436,000 impressions on social media and over 15,500 surveys completed, contributing further impact to improving family mealtime for its customers.
“Healthy Family Project was honored to partner with Pure Flavor for National Family Meals Month. It is important that we are part of any momentum that helps create a healthier generation. This partnership was an excellent example of how we can fuel healthy lives and create family moments with fresh produce,” said Tracy Shaw, senior digital marketing manager, Healthy Family Project.
The FMI Foundation created the Gold Plate Awards in 2013. The awards honor retail food industry programs that encourage families to share more meals together at home, more often. Examples include healthy family meals, quick and easy family meals and recipes, cooking with kids, themed dinners, breakfast with the family, MyPlate meals and more.
The 2022 Gold Plate Award winners:
Category: Retailer 1-49 stores — Martin’s Super Markets
Category: Retailer 50-199 stores — Spartan Nash Company
Category: Retailer 200-plus stores — Hy-Vee Inc.
Category: Supplier — Pure Flavor
Pure Flavor says it continues to create consumption-focused content to inspire families and consumers of all ages to eat more fruits and vegetables, regardless of the season. Using a variety of digital strategies, the company is able connect with consumers on their channel of choice using tactical communication tools such as email, blogs, social media, as well as via the brand’s quarterly Live Deliciously e-magazine.
The company recently launched its “Healthy Holidays” edition of Live Deliciously, featuring holiday-themed content, innovation in growing, employee holiday favorites and more.
