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Produce for Kids (PFK) is embarking on a new digital strategy to better reach busy shoppers on a year-round basis and during its annual promotional campaigns that will include simplified in-store displays, a website redesign that includes mobile optimization, more exposure for participating sponsors and retailers, and an aggressive social media strategy.
A focus group hosted by PFK this summer showed that moms are interested in quick and easy meals, are very active on their smart phones and are extremely connected to social media.
“With the rise of the digital era, shoppers are glued to their phones, tablets and laptops, and reaching them is harder than ever,” said John Shuman, PFK founder and president. “With these new initiatives, we’ll be better equipped to reach shoppers during campaigns and year-round to spread the healthy eating message and bring value to our sponsors and retailers.”
The Orlando, Fla.-based PFK will expand online marketing initiatives by redesigning and mobile-optimizing its website to enhance and simplify shoppers’ experience. New features on the website will include all new design and functionality, a recipe/ingredient search, meal planning tools, more social media sharing options, more exposure for sponsors and retail partners through dedicated landing pages, and a new educational section on how to pick, store and prepare produce.
Both the website and mobile sites are scheduled to launch in May 2013 to kick off the spring Get Healthy, Give Hope campaign.
To best meet the needs of today’s mom, PFK will also be migrating the current Parents on Produce article section of the website over to a blog format, which will feature helpful articles written by experts from Parents on Produce and guest bloggers who align with the Produce for Kids mission.
“We know today’s generation of moms aren’t storing recipes in their countertop recipe boxes anymore, most are relying on their mobile devices and social networks like Facebook and Pinterest for recipes and healthy eating tips and advice,” said Amanda Keefer, PFK’s public relations and social media manager. “Providing shoppers with information while they’re in store will be key to the communication process.”
In 2013, PFK will continue its successful media partnership with Sprout TV, the popular 24-hour preschool television channel reaching 55 million homes. Last year’s partnership included two national television spots that ran during the campaign, in-store Sprout character appearances, web banners on sproutonline.com and more. Details of the 2013 partnership are being confirmed, but intend to include current components and more.
A full list of grocery store partners participating in the 2013 Get Healthy, Give Hope campaign will be revealed in January 2013.