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Over the course of a year, the family meals initiative created by the Food Marketing Institute (FMI) Foundation has gained considerable momentum, according to the Arlington, Va,-based trade organization. Since the effort’s launch last September, more than 100 grocery store chains and food manufacturers have joined to help Americans schedule one more meal at home each week.
Now, as the United States marks another National Family Meals Month in September, FMI is rolling out educational messages that include a promotional campaign airing on “Litton’s Weekend Adventure,” a three-hour block of programming on ABC stations nationwide each Saturday morning.
“The campaign has been embraced by retailers of every size and a diverse group of food manufacturers,” said Sue Borra, RD, executive director of the FMI Foundation. “Moreover, we know it is having an impact. According to Nielsen Perishables Group, among consumers who saw the campaign last September, a whopping 74 percent took action. This September, we hope to inspire even more grocery shoppers to enjoy more family meals. That’s why we are particularly excited about our partnering with Litton Entertainment, which is helping us amplify the family meals message in a significant way.”
All through September, Mount Pleasant, S.C.-based Litton will encourage viewers to will “share an adventure and a family meal” through custom creative on-air spots (an example can be viewed above). The company will additionally promote the concept through its social media channels.
“We believe this promotion on Saturday-morning television will not only reach millions of families with our important messages, but it also will demonstrate the extraordinary success we can have to grow this movement when we work with the right strategic partners,” added Borra.
The FMI Foundation introduced National Family Meals Month in September 2015 to help U.S. families achieve the goal of sharing one more meal each week at home with grocery items. Companies that wish to participate in the effort can do the following:
- Highlight existing family meal solutions as part of National Family Meals Month in September.
- Use the hashtag #FamilyMealsMonth across social media in September, to help strengthen the reach of the program.
- Access turnkey tools and ideas at www.FMIFamilyMeals.com.