Produce for Kids announced at a PMA Fresh Summit reception on Sunday, Oct.28, in Anaheim, CA, that it will be embracing a new digital strategy to better reach busy shoppers on a year-round basis and during its annual promotional campaigns. The new strategy will include simplified in-store POS displays, a website redesign that includes mobile optimization and more exposure for participating sponsors and retailers, and an aggressive social media strategy.
A focus group hosted by Produce for Kids this summer showed that moms are interested in quick and easy meals, are very active on their smart phones and are extremely connected to social media. According to a recent study conducted by the Marketing to Moms Coalition, 44 percent of moms use a smart phone for recipes and meal planning.
“With the rise of the digital era, shoppers are glued to their phones, tablets and laptops, and reaching them is harder than ever,” said Founder and President of Produce for Kids, John Shuman. “With these new initiatives, we’ll be better equipped to reach shoppers during campaigns and year-round to spread the healthy eating message and bring value to our sponsors and retailers.”
Produce for Kids will expand online marketing initiatives by redesigning and mobile-optimizing produceforkids.com to enhance and simplify shoppers’ experience. New features on the website will include all new design and functionality, a recipe/ingredient search, meal planning tools, more social media sharing options, more exposure for sponsors and retail partners through dedicated landing pages, and a new educational section on how to pick, store and prepare produce.
To meet the needs of today’s mom, Produce for Kids will also be migrating the current Parents on Produce article section of the website over to a blog format. This new format will feature helpful articles written by experts from Parents on Produce and guest bloggers who align with the Produce for Kids mission.
“We know today’s generation of moms aren’t storing recipes in their counter top recipe boxes anymore, most are relying on their mobile devices and social networks like Facebook and Pinterest for recipes and healthy eating tips and advice,” said Amanda Keefer, manager public relations and social media at Produce for Kids. “Providing shoppers with information while they’re in store will be key to the communication process.“ Both the website and mobile sites are scheduled to launch in May 2013 to kick off the spring "Get Healthy, Give Hope" campaign.
In 2013, Produce for Kids will continue its successful media partnership with Sprout TV, the popular 24-hour preschool television channel reaching 55 million homes. Last year’s partnership included two national television spots that ran during the campaign, in-store Sprout character appearances, web banners on sproutonline.com and more. Details of the 2013 partnership are being confirmed, but intend to include current components and more.
Produce for Kids will continue to grow the existing components of the campaigns in 2013, including a new point of sale unit; expanding presence on social media; exposure in national, trade and local media; extensive blogger outreach year-round; access to communications tool kits for sponsors and retailers during campaigns and retailer circular ads promoting the campaign and sponsors’ products.
Grocery store partners participating in the 2013 "Get Healthy, Give Hope" campaign are being confirmed. A full list of retailers will be available by January 2013.