A new promotional campaign for blueberries, sponsored by the US Highbush Blueberry Council (USHBC), has launched on US television, according to a report by Latin Berries.
Using the strapline “Little Blue Dynamos”, the advertisement presents blueberries as a “motor of nature” as a way of differentiating the fruit from other food products competing for consumer attention.
“There are functional aspects which help to develop the brand, such as nutritional benefits, colour or the pleasant “popping” sound that you hear when you bite into a fresh blueberry – our challenge now is to make consumers get excited about it,” explained USHBC’s executive director Mark Villata.
To develop this connection, quantitative and qualitative studies were carried out, which determined that “that emotional something” is the energy and enthusiasm that consumers feel as they see, touch and taste blueberries, the report said.
“One of the keys to the success of this campaign is a new image that will connect the brand’s identity with consumer experience,” Mr Villata noted.
For that to happen, a new logo was designed which will feature on the clamshells and throughout the campaign.
In 2011, this stamp will appear in images, videos and several advertisements which will be incorporated into the different platforms, such as the Internet, according to the report.
“We’ve already started using Facebook and Twitter to communicate the new brand,” Mr Villata explained.
“This Summer we will have on-line advertisements that will show consumers enjoying different activities – all fuelled by blueberries.”
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