The U.S. Highbush Blueberry Council (USHBC) is launching a national marketing campaign this month to engage the next generation of produce shoppers by highlighting the performance and lifestyle benefits of blueberries. The campaign emphasizes the USHBC’s new positioning for blueberries, Little Blue Dynamos, which was developed based on extensive market research and testing, and was unveiled to consumers in 2011.
“We know that people are drawn to blueberries not just because they’re healthy, but also because of all the said positive memories and experiences they’ve had with them,”
Mark Villata, executive director for the USHBC. “The Little Blue Dynamos positioning marries the functional perks of blueberries — good nutrition, great taste, convenience and versatility – with all the happy feelings this tiny fruit evokes – energy, enthusiasm, nostalgia and even joy.”
The USHBC’s 2012 marketing campaign targets women aged 25-Little Blue Dynamos Banner Ad 45, with an emphasis on moms who have young children living at home. The campaign includes four months of print and online advertising; sponsorship of the Chicago Botanic Garden’s “Garden Chef Series,” July 14-15; email and sweepstakes promotions targeting an opt-in audience of moms in key cities across the U.S.; six months of search advertising; and ongoing social media activities.
Evidence of the Little Blue Dynamos marketing program can also be seen at retail. Many blueberry producers are featuring the iconic Little Blue Dynamos seal on their packaging to remind shoppers of all the nutrition and lifestyle benefits blueberries have to offer. Similar opportunities are available to retailers.
“In addition to helping us better connect with consumers, the Little Blue Dynamos campaign is unifying the industry around common goals for research and promotion,” says Art Galletta, chairman of the USHBC. “We think the emotional connections these programs help us forge with the next generation of produce shoppers will create immense opportunity for the industry in the coming years.”