Oster and Associates, a San Diego-based public relations and marketing firm, is launching a new campaign in partnership with Organics Unlimited. The campaign focuses on outreach to younger consumers, and will be in stores nationwide.
“Traditionally, produce-industry marketers have focused on adults as key decision makers in the household, targeting parents to drive sales,” says Bev Oster, president and creative director at Oster and Associates. “We want to change that way of thinking, and speak to the young decision makers who accompany mom and dad to the store.”
The campaign will encourage the marketing of fresh produce to children at a time when the childhood obesity epidemic is at an all-time high; according to the Center for Disease Control and Prevention (CDC), childhood obesity has more than doubled in children and quadrupled in adolescents in the past 30 years. In 2012, more than one third of children and adolescents were overweight or obese.
Oster and Associates’ upcoming campaign is in good company. Other organizations focusing on children include the Produce Marketing Association (PMA), which is placing a strong focus on marketing produce to children through the Eat Brighter campaign, in conjunction with campaign partner Sesame Workshop. According to PMA, the campaign encourages PMA’s community of suppliers and retailers to take advantage of the strength and influence of the Sesame Street brand and characters like Big Bird, Elmo, and the Cookie Monster to help deliver messages about fresh fruits and vegetables.
The White House and Michelle Obama’s Let’s Move campaign have also placed a renewed focus on fighting childhood obesity by promoting healthy food choices and active lifestyles to children across the country.
Bright packaging, fun slogans and cross-promotions with popular children’s television shows and movie franchises are all ways to connect fresh produce with children.
“As companies place a renewed focus on marketing produce and other healthy alternatives, they shouldn’t forget younger generations. We have the chance to use our marketing expertise for a phenomenal cause: helping children to eat better and stay healthier, creating a better world for our youngsters,” says Oster.
“Share your brand in a new exciting way. You’ll tap a market that you never knew existed, and you’ll make an important impact on children’s eating habits. It’s a win-win,” she adds.