Kids a legitimate produce target, says panel
Kids a legitimate produce target, says panel
LAS VEGAS, NV -- Utilizing their own allowance, kids directly purchase $40 billion in food and influence another $146 billion in food purchases by their parents, according to research presented at a workshop session during the United Fresh Produce Association convention, held here May 4-7.
Heidi McIntyre, marketing director of Produce for Kids, and Steve Lutz, executive vice president of the Perishables Group, talked about the buying power of kids and how to market to them.
It is obviously a difficult and diverse target with many different drivers, said Mr. Lutz. For example, some research shows that using cartoon characters on packaging has its advantages. However, deeper down in the same research is the nugget that about half the adults do not think cartoon characters influence their buying decisions at all, and another 27 percent say they connote a negative image.
Mr. Lutz said that reading this, one must consider if using a cartoon character, which is very popular among marketers, makes sense. Ms. McIntyre opined that it may be a good start, but it can't be the only element of a promotional campaign.
Also on the panel were Wendy McManus, director of marketing for the National Mango Board, and Scott Owens, vice president of sales and marketing for Paramount Citrus. Both of those organizations have targeted kids with some of their promotions.
Paramount has found great success with its "California Cuties" tangerines marketed and sold in carton lots at retail. The name and product appeal to mothers and their kids. Paramount has focused most of its promotional message toward retailers and is trying to drive sales by engaging retailers.
The mango board is attempting to engage children through its web site, educational material and its mascot. It has a promotion planned this summer to solicit recipes from kids, which must be submitted as videos through YouTube.
A powerful point of the discussion was the notion that the average first grader can identify 200 corporate logos but might struggle with the 26 letters of the alphabet.
Heidi McIntyre, marketing director of Produce for Kids, and Steve Lutz, executive vice president of the Perishables Group, talked about the buying power of kids and how to market to them.
It is obviously a difficult and diverse target with many different drivers, said Mr. Lutz. For example, some research shows that using cartoon characters on packaging has its advantages. However, deeper down in the same research is the nugget that about half the adults do not think cartoon characters influence their buying decisions at all, and another 27 percent say they connote a negative image.
Mr. Lutz said that reading this, one must consider if using a cartoon character, which is very popular among marketers, makes sense. Ms. McIntyre opined that it may be a good start, but it can't be the only element of a promotional campaign.
Also on the panel were Wendy McManus, director of marketing for the National Mango Board, and Scott Owens, vice president of sales and marketing for Paramount Citrus. Both of those organizations have targeted kids with some of their promotions.
Paramount has found great success with its "California Cuties" tangerines marketed and sold in carton lots at retail. The name and product appeal to mothers and their kids. Paramount has focused most of its promotional message toward retailers and is trying to drive sales by engaging retailers.
The mango board is attempting to engage children through its web site, educational material and its mascot. It has a promotion planned this summer to solicit recipes from kids, which must be submitted as videos through YouTube.
A powerful point of the discussion was the notion that the average first grader can identify 200 corporate logos but might struggle with the 26 letters of the alphabet.
