At the recent Produce for Kids (PFK) reception at Southeast Produce Council’s annual Southern Exposure, the organization unveiled a innovative digital marketing program slated for the fall. The “Power Your Lunchbox Pledge” will invite families to pack more nutritious midday meals that feature participating produce companies’ products. The program will harness social media, online marketing and national public relations to drive consumer awareness.
A dedicated microsite will launch in August to tie in to back-to-school messaging. Participating produce companies will receive prominent placement on the site, including branding in lunchbox-oriented recipes and the choice of offering downloadable coupons to families who pledge to make healthier lunches. The pledge will be publicized across all PFK social platforms and those of participating produce companies, culminating in a Twitter party with influential bloggers, consumers and participating produce companies. Additional program support will come from public relations outreach to national, trade, local and blogger outlets. Participating produce companies will also be able to include the PFK logo and program messaging on their packaging.
Meeting Consumers Online
“Consumers today are glued to their mobile devices, social media outlets and computers,” noted said Trish James, VP of Orlando, Fla.-based PFK. “This new digitally focused program will meet consumers where they spend most of their time. We’re making it easy for busy parents to pack healthier lunches for their kids while giving back to schools across the country.”
Participating produce companies will make a donation for every pledge taken. These donations will fund health-and-wellness classroom projects across the United States through DonorsChoose.org. Additionally, pledge takers will be entered into the Power Your Lunchbox Sweepstakes.
Created in 2002 by Reidsville, Ga.-based Shuman Produce Inc., PFK unites the produce industry to educate consumers about healthy eating with fresh produce and supports local children’s nonprofit organizations.