Raisin board new 'Wise Choice' campaign reviewed
Raisin board new 'Wise Choice' campaign reviewed
EASTON, CA -- Around 18 months ago, drawing on the results of consumer research, the California Raisin Marketing Board in Fresno, CA, developed a new advertising and marketing concept for California raisins that focused on the health and nutritional benefits of raisins in the diet. The resultant campaign, now in its second year, is built around the theme "Wise Choices," and consumers as well as retail, foodservice and industrial customers have all been responsive to the message, according to Larry Blagg, senior vice president of marketing.
Speaking at the San Joaquin Valley Grape Symposium here Jan. 9, which was presented jointly by the raisin board and the University of California Cooperative Extension, Mr. Blagg reviewed the campaign, which includes new consumer and trade ads for the 2007-08 marketing year, and explained the reasons for the focus on the health message.
Through consumer research, "we found out that consumers generally understand that raisins are good for you ... but they really didn't know why," he said. "When we showed them the key health attributes, ... they were pleasantly surprised and started to view California raisins with more respect. We have now added these attributes to our advertising messages and all of our PR efforts to drive home these points."
Following last year's successes, two new consumer ads and a series of new trade ads have been developed and have been running in select publications since last fall. In one of the ads, "our target is a busy woman always on the go, often with her kids in tow. Our message is simple: Take California raisins along," he said. The second ad is called "Yoga," which depicts women in yoga poses. "The idea behind this ad is that our target strives for a balance in her life between career, home and self. She aspires to make time for the things that she likes," and the message is, "Balance your diet with California raisins; balance your life."
The new trade ads have "a similar look and feel" but speak to chefs in foodservice or food manufacturing, he said.
Similar "Wise Choices" messages have been the focus of the board's public relations campaign, and those messages have resonated with consumers, according to Dan Barber of Fleishman-Hillard Inc., a PR agency representing the raisin board. "There has never been a stronger consumer interest in having foods that taste good and are also very good for them," he said.
Speaking at the San Joaquin Valley Grape Symposium here Jan. 9, which was presented jointly by the raisin board and the University of California Cooperative Extension, Mr. Blagg reviewed the campaign, which includes new consumer and trade ads for the 2007-08 marketing year, and explained the reasons for the focus on the health message.
Through consumer research, "we found out that consumers generally understand that raisins are good for you ... but they really didn't know why," he said. "When we showed them the key health attributes, ... they were pleasantly surprised and started to view California raisins with more respect. We have now added these attributes to our advertising messages and all of our PR efforts to drive home these points."
Following last year's successes, two new consumer ads and a series of new trade ads have been developed and have been running in select publications since last fall. In one of the ads, "our target is a busy woman always on the go, often with her kids in tow. Our message is simple: Take California raisins along," he said. The second ad is called "Yoga," which depicts women in yoga poses. "The idea behind this ad is that our target strives for a balance in her life between career, home and self. She aspires to make time for the things that she likes," and the message is, "Balance your diet with California raisins; balance your life."
The new trade ads have "a similar look and feel" but speak to chefs in foodservice or food manufacturing, he said.
Similar "Wise Choices" messages have been the focus of the board's public relations campaign, and those messages have resonated with consumers, according to Dan Barber of Fleishman-Hillard Inc., a PR agency representing the raisin board. "There has never been a stronger consumer interest in having foods that taste good and are also very good for them," he said.
