Jan 19, 2017USHBC kicks off new consumer campaign
Many U.S. consumers believe blueberries are only in season May through August. With the goal of changing those perceptions, the U.S. Highbush Blueberry Council is conducting a Winter Fresh, Summer Somewhere campaign which runs through February. The campaign highlights the in-season product available to U.S. consumers year-round from the blueberry farms of South America. With a focus on reaching millennial parents, the campaign takes a humorous and educational approach to improving consumer perceptions, driving demand and encouraging sales of winter fresh blueberries.
Components of the Winter Fresh, Summer Somewhere campaign will be implemented in January through February 2017, including:
- Media coverage – telling the Winter Fresh, Summer Somewhere blueberry story.
- Summer-inspired, fresh blueberry recipes – featuring winter fresh blueberries that add a burst of freshness to dishes consumers make during the winter or year-round.
- Winter Fresh, Summer Somewhere videos – showcasing the campaign theme through a series of lifestyle videos that use humor to educate consumers about the availability of fresh blueberries during the North American winter.
- Partnership with Fatherly – working with the popular millennial parenting network to produce content that attracts potential consumers through Fatherly’s blog and social media platforms.