Blueberry Council Building on 2014 Little Changes Campaign Success with New Initiative
FOLSOM, CA – The U.S. Highbush Blueberry Council will be building on the success of its 2014 Little Changes campaign throughout 2015.
On January 1, 2015, the Council launched an initiative to take the Little Changes message to the next level by encouraging Americans who set New Year’s resolutions to commit to making little changes all year round instead.
“We know that consumers, particularly moms, are looking for encouragement and simple ways to improve their household’s food choices, and we want them to see blueberries as an ally in their effort,” said Mark Villata, Executive Director for the Blueberry Council.
He continued, “As our Little Changes initiatives continue to catch on, we’ll help those consumers solve a problem they’re faced with every day, which is ‘what am I going to do that will help me along the path to healthier lifestyle?’ We believe that by influencing those little choices on a daily basis, we can help Americans achieve big rewards in the long term."
According to a press release, major components of the Blueberry Council’s 2015 marketing campaign will be implemented in January-March, May-August and November-December, driving the demand for blueberries during periods of peak supply.
The campaign includes:
Swap New Year’s Resolutions for Little Changes
The Council is providing thousands of Americans encouragement and simple ideas for a healthier 2015 with the help of lifestyle influencer Alison Sweeney – actress, author and host of NBC’s The Biggest Loser. This campaign will also include digital marketing tactics, a consumer sweepstakes and a media blitz.
Little Changes Kitchen Challenges
This event will challenge top chefs and food influencers in the LA area to create innovative healthful dishes that feature various forms of blueberries as well as an invitational blueberry immersion program for 16 executives at the Culinary Institute of America.
Little Changes for Schools and Students
These youth marketing programs are expected to engage 100,000 students and 400 school lunch rooms across the country to make healthier choices with blueberries in May-June as well as an invitational immersion program for 16 school chefs at the Culinary Institute of America.
100 Years of Highbush Blueberries
This will feature national public relations efforts and Washington D.C.-based events to commemorate the 100th anniversary of blueberry cultivation throughout National Blueberry Month in July.
Little Changes for Better Nutrition
The Council will target registered dietitians, health professionals and retail dietitians through nutritional education efforts.
Little Changes to Lighten Up the Holidays
This will feature social and digital marketing programs that target 10,000 women ages 25-45 in November-December.
Last year, the campaign engaged more than 175,000 households to share recipes, images and tips for a healthier lifestyle.
