- August 18, 2020
Reflecting the many changes the novel coronavirus pandemic has brought to life around the world, this season’s California Table Grape Commission promotional campaign includes communication elements designed to reach consumers in new ways.
Focusing on snacking, health, and California origin, messages include great ideas for snacking with grapes, information about grapes and immune health, and the importance of buying California grapes to support those who grow and harvest the popular fruit. Messages are carried in print, online, on radio, television and social media.
Award-winning, celebrity chef and restauranteur Aarón Sánchez is among those voicing the messages on radio and social media. Sánchez’ focus is on supporting the farm community and the goodness of California grapes. Chef, dietitian, and award-winning author Ellie Krieger shares the messages through media interviews on radio, television, and internet outlets around the country as well as on social media. Krieger’s focus is on snacking and healthy eating. Amy Brown, co-host of The Bobby Bones Show that is syndicated to more than 150 country stations throughout the country, will focuses on snacking and health eating on radio and on the iHeart Radio digital network of Facebook, Instagram and Twitter pages.
Asking consumers to support the California grape farming community during these challenging times by buying California grapes is the heart of a multi-faceted outreach effort underway now and will continue into the fall. The “California Goodness Matters” campaign is about the importance of supporting the farming communities in California that grow and harvest 99 percent of the nation’s fresh table grapes.
“Goodness in all forms matters now more than ever,” said Kathleen Nave, president of the CTGC. “Recognizing that the decisions we make as consumers make a difference in the livelihood of others and in the economic survival of small rural communities is what the California Goodness Matters campaign is about,” Nave said. “It is also about the goodness that is California grapes.”
The campaign is designed to reach consumers in California markets over radio in English and Spanish. Sánchez is featured in a 15-second Spanish-language spot, focusing on his belief in the importance of supporting those who grow and harvest our food. The second phase of the campaign will include two more radio commercials, focusing on healthy eating. Sánchez will voice the first spot. Brown will voice the second spot. Both Sánchez and Brown will share their thoughts on California grapes and the ways in which California Goodness Matters through social media.
According to Nave, making a conscious decision to buy California grapes rather than imports and rather than packaged snacks is making a decision to support California farmers and workers during a difficult time.
Globally, a set of three new commercials launched in August supporting the “Go with Grapes from California Every Day” messaging. Airing on broadcast TV in the United States through mid-October, the commercials focus on California origin, snacking and health. The commercials are also used in the United States on the targeted online content, and on social media.
At retail, in-store promotions have shifted in the United States and in export markets around the world. Sampling and food demonstrations have declined as have in-store consumer promotions; digital promotions have increased. Among other digital promotions, consumers can use the ibotta app and receive a 25 cents-off coupon towards the purchase of California grapes. Mobile ads appear on phones when consumers are near retail outlets that are promoting grapes, and Instacart promotions are a new campaign staple.
Emphasizing the potential health benefits of table grapes, CTGC recently publicized the results of a new study published in the scientific journal Neurology that found a higher intake of plant compounds known as flavonols, is associated with a 48 percent decreased risk of developing Alzheimer dementia. Flavonols are a type of bioactive compound found in grapes, as well as other fruits and vegetables. Flavonols are known for promoting beneficial antioxidant and anti-inflammatory activities. Other research has linked the consumption of grapes to brain health: in a clinical study conducted at UCLA, researchers found that eating grapes helped protect against metabolic decline in Alzheimer-related areas of the brain.
The Link LonkAugust 18, 2020 at 07:12PM
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California Table Grape Commission reaching out to consumers - The Produce News
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