Catchy “beets,” jokes and puns aside — marketing fruits and vegetables to kids balances fun and function, and programs are reaching out beyond packaging.
Orlando, Fla.-based Produce for Kids recently paired up with a new public relations agency — New York-based Child’s Play Communications — to support its Power Your Lunchbox Promise program and enhance visibility among targeted audiences.
The organization chose Child’s Play because of its specialization in using consumer technology, social influencers and social media content to reach families, said Amanda Keefer, director of marketing communications.
Produce for Kids has always had a big presence in-store, and the coming season is no exception.
Retailer partner programs are planned for this spring in Associated Wholesale Grocers Springfield (Mo.), Military Produce Group, AWG Gulf Coast, AWG Oklahoma, Meijer, Publix and Price Chopper.
Most of the spring programs kick off in mid-April and run through July, with the exception of AWG Springfield, which is year-round and AWG Gulf Coast, which runs May through November.
The programs include retail partner microsites and a big presence on social media directing consumers to giveaways, recipes and events.
Dive into digital
For The Produce Moms, reaching target audiences is all about digital.
“We’re all-in on our digital strategies right now,” said Lori Taylor, CEO of the Indianapolis-based organization. “Audience amplification is our top priority.”
And that means building community, which The Produce Moms has amped up with regular Facebook Live videos featuring Taylor and two new brand ambassadors: Candace Wylie and Tara Rochford.
Taylor said the Facebook Live series is just part of expansions the brand has planned. Others include a multi-channel streaming, including partnering to produce an upcoming podcast series.
“We’re taking a 360-degree approach to content,” she said.
“Wherever our target audience is, we have to have messaging delivered on trend and easily accessible.”
And content can be as easy as tapping into pop culture, like a unicorn-themed platter, or easy snacks for sports practice.
The whole idea, Taylor said, is to be a role model and ensure produce is getting the attention it deserves.
“Marketing to kids maybe isn’t so much about coming up with a new item, but finding out how an existing item can be repurposed, repackaged to appeal to kids,” she said.