“Picture a Healthier You” will utilize the company’s Instagram account @superfreshgrowers and other social properties to promote the increased consumption of apples, pears and cherries and celebrate what consumers love about their fruit.
“We believe in a healthy life and a healthy diet that includes large amounts of fresh fruits and vegetables,” says Howard Nager, vice president of marketing. ”In an age where consumers are often faced with complex food decisions we aimed to keep our message simple and remind them that consuming apples, pears and cherries or any other fresh produce item is among one of the best things they can do for their health.”
To enter, users need to upload an original image to Instagram of their favorite recipe, variety or healthy activity featuring apples, pears or cherries, and caption that image with one of the qualifying hashtag + username combinations, “#EATAPPLES @superfreshgrowers,” “#EATCHERRIES @superfreshgrowers” or “#EATPEARS @superfreshgrowers.” Photos will be displayed on a promotional section of the new Superfresh Growers website at: www.superfreshgrowers.com/pictureahealthieryou.
Domex Superfresh Growers will select three winners every month to receive a $100 Visa gift card. In addition to promoting healthy lifestyles and increasing consumption of fruits and vegetables Domex Superfresh Growers aims to use the promotion as a vehicle for understanding more about their consumers and changing marketplace behaviors.
“Instagram is the perfect vehicle for Domex Superfresh Growers to visually connect with each of our consumers and understand how they enjoy our products after they leave the store. As growers and marketers we are excited to explore this as an opportunity to learn more about how we can better serve consumer needs and take advantage of opportunities with retail partners that might not be revealed from looking at traditional data,” says Nager.