The Produce for Kids reception announced an innovative digital marketing program taking place this fall at Southeast Produce Council’s annual Southern Exposure event. The Power Your Lunchbox Pledge will encourage families to take a pledge to pack healthier lunchboxes utilizing participating produce companies’ products. The program’s promotion will be leveraged through social media, online marketing and national public relations to drive consumer awareness.
A dedicated Power Your Lunchbox Pledge microsite will launch in August to tie in to back-to-school messaging. Participating produce companies will have prominent microsite presence, including branding in lunchbox-friendly recipes and the option to offer downloadable coupons to families who take the pledge. The pledge will be promoted across all Produce for Kids social platforms and those of participating produce companies, culminating in a Twitter party with popular bloggers, consumers and participating produce companies. Public relations outreach to national, trade, local and blogger outlets will also support the program. Participating produce companies will also have the opportunity to include the Produce for Kids logo and program messaging on packaging.
“Consumers today are glued to their mobile devices, social media outlets and computers. This new digitally-focused program will meet consumers where they spend most of their time,” says Trish James, vice president, Produce for Kids. “We’re making it easy for busy parents to pack healthier lunches for their kids while giving back to schools across the country.”
Participating produce companies will make a donation for every pledge taken. Donations will support health and wellness classroom projects across the country through DonorsChoose.org. In addition, consumers taking the pledge will be entered into the Power Your Lunchbox Sweepstakes.
See the Produce for Kids 2013 recap video below.