Chelan Fresh Launches 2013 Marketing Strategy

In 2013 Chelan Fresh Marketing is launching a vigorous marketing campaign that includes co-marketing with The Laughing Cow cheese products, continued focus on the National Football League (NFL) and  the National Dairy Council’s (NDC) Fuel Up to Play 60 in-school program and increased production of the well-received Orondo Ruby cherry variety.

According to Chelan Marketing Director Mac Riggan, each of the campaign’s elements puts the company’s quality fruit in a specific spotlight.

“In January and into mid-February we are working closely with the Fuel Up to Play 60 team to keep youngsters on the right track for nutrition,” says Riggan. “We know fresh fruits and vegetables along with a nutrient-rich diet are good fuel for their bodies, giving them the energy to go out and play for at least 60 minutes each day.”

The new year will have 3-pound bags of apples and Anjou pears bearing Fuel Up to Play 60 information and links, he said. Fuel Up to Play 60 is an in-school health and wellness program that was founded by the National Dairy Council and the National Football League, in collaboration with the United States Department of Agriculture, to empower youth to make positive changes to improve nutrition and physical activity at their school and for their own health.

“This year’s NFL season has featured NFL PLAY 60 ads on every field during televised games, sometimes actually painted on,” continues Riggan. The program continues well beyond the NFL season and focuses on promoting healthy eating and physical activity year long in schools.

January will also be the official launch of co-marketing with The Laughing Cow, says Riggan. Three- and 5-pound bags of apples will be closed with oversized Kwik Loks, and the Loks will have printed $1-off coupons for The Laughing Cow cheeses. “The coupon is redeemable at check-out and will be on all our poly bags and some of our mesh,” says Riggan. “This adds real value for the consumer, and we’re featuring the program through April. We expect to move 1 million bags with the coupons.”

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