The Pear Bureau Northwest plans to launch a new consumer advertising and public relations campaign designed to engage and educate consumers, supplying them with vital need-to-know information on pear ripening and recipe usage. "Fun, eye-catching ads will appear in print and digital versions of Cooking Light, Food Network Magazine, Every Day with Rachael Ray Magazine, Bon Appetit and more," Director of Communications Cristie Mather told The Produce News. "In addition, online ads for USA Pears will appear on a vast network of food and lifestyle websites."

Retailers will be invited to build and maintain a creative display featuring Northwest pears for at least one week in 2015. Cash prizes are offered in a variety of categories to the winners. Seen here is a display that took top honors in the category 'one to five registers' during the 2014 competition. (Photo courtesy of the Pear Bureau Northwest)The ad campaign, predicted to reach more than 30 million impressions in print and online, will be live from October through February. "In addition, a comprehensive, season-long public relations effort will run alongside the ad campaign to support the pear ripening and recipes awareness messaging through consumer media as well as direct-to-consumer programs and events," Mather added.

The bureau also plans to unveil its freshly redesigned website this fall, coinciding with the advertising/campaign launch. "The website will be optimized for viewing on any size screen, from desktops, to tablets, to mobile phones," Mather commented. "While recipes, ripening tips and nutrition information will be prominently featured, the new website will also incorporate new videos and other enticing visuals to engage and entertain visitors."

Once again, the bureau will bring back its highly successful "Pear Up with USA Pears" national display contest which takes place from January through March 2015. "Retailers will be invited to build and maintain a creative pear display for at least one week during that timeframe for a chance to win a share of more than $11,000 in total cash prizes," Mather said.

New point-of-sale information featuring recipe tear pads will be offered this season. "Our recipes place an emphasis on ingredients that can be sourced in the produce department, pairing pears with other fruits and vegetables in new salads, smoothies, salsas and more," Mather noted.

On the social media side, Program Coordinator Brittany Wilmes said, "This season, we're inspiring our social media followers with fresh recipes, informative illustrations and excitement about the upcoming crop. We have more than 46,000 followers on Facebook, 5,600 followers on Twitter, and nearly 1,000 followers on Pinterest, as well as a growing audience on Instagram. We often participate in Twitter chats with industry friends such as the Produce for Better Health Foundation, our shippers, The Produce Mom and others. Our social media followers can look for the debut of bright, easy-to-share instagraphics this season sharing pear usage and ripening tips that are integrated with our new consumer ad campaign."