Consumer perceptions of blueberries as a summer fruit are deeply ingrained, according to the latest research from the U.S. Highbush Blueberry Council.
Now, the council wants to increase sales volume even more by emphasizing the year-round availability of the fruit.
To help achieve that goal, the council will continue to promote fresh blueberries throughout the winter and emphasize their year-round availability as a key benefit, said Mark Villata, executive director.
“Throughout the winter, the blueberry council will keep consumers primed for purchase through ongoing media relations outreach as well as social media activities and influencer partnerships emphasizing blueberries’ year-round availability and showcasing everyday seasonal uses,” Villata said.
The council will kick off 2018 by launching a new nationwide digital advertising campaign.
The ad campaign, centered on the new Positively Bluetiful creative platform, will run year-round and will target moderate blueberry users, which the council defines as “a demographically diverse group of consumers united by their behaviors, lifestyle attributes and attitudes toward healthy eating.”
On average, they consume 7.6 cups of fresh blueberries per year and have the greatest potential for increased consumption, Villata said.
Over the past 20 years, the blueberry council has helped grow U.S. per capita consumption nearly 600%, he said.
From 2011 to 2016, fresh volume sales were up 35%, fresh dollar sales were up 45%, and share of fresh berry volume was up 1.8%, according to data from IRI FreshLook.
“The blueberry council’s nationwide ad campaign will keep the momentum going through a variety of ad types, including video, social media, banners and streaming radio,” Villata said.
“Calls to action like ‘buy them by the boxful, eat them by the handful’ will highlight just how easy it is to enjoy blueberries, with other ads promoting their flavor and health benefits,” he said.
Source: The Packer