New campaign targets 18mn consumers through comprehensive media strategy, emphasising both health benefits and great taste of blueberries as a convenient snacking option
The US Highbush Blueberry Council (USHBC) has announced the launch of a new marketing campaign, featuring two adverts celebrating how blueberries pack huge benefits in each bite or handful.
According to the USHBC, the ’Blueberries Go Big’ campaign demonstrates an emotional connection to the fruit in two different but equally captivating scenarios, ”showcasing the big things that can happen when you grab a boost of blue”.
’Blueberries Go Big’ is debuting via a comprehensive paid media campaign directed to a targeted audience of 18mn blueberry consumers, which includes programmatic display, online video, audio, connected TV, paid social, paid search and more.
A TikTok TopView campaign on 29 July, reaching millions of users, showcased a behind-the-scenes look at one of the advert’s big stunts.
USHBC is also partnering with influencers to demonstrate how blueberries ’Go Big’ for content creators in their own ways.
“Our new campaign illustrates the many benefits of blueberries, including health as foundational message, while also giving more air time to attributes like the great taste and easy-to-eat benefits that we know are important to our consumer but are not always focused on as much,” said Kevin Hamilton, USHBC vice president of global marketing and communications.
“’Go Big’ helps us tell a story that connects to our consumer more emotionally, and highlights the better-for-you snacking opportunities around our fruit.”
USHBC works to increase demand for blueberries across all channels through marketing promotions, research and resources, all while empowering the industry to make blueberries the world’s favorite fruit.
Working with Schafer Condon Carter (SCC), USHBC’s partner agency for brand and consumer marketing, the Council said the ‘Go Big’ platform is the next phase in the continuous evolution of blueberries as a brand.
The adverts can be viewed below:
The Big Time Snack
