14 May 2024

USHBC launches a marketing activation campaign in the US to engage new consumers

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The US Highbush Blueberry Council (USHBC) has launched a marketing campaign for shoppers and consumers to stimulate an increase in sales and volume of fresh and frozen blueberries at retail.

Engaging new consumers

The latest large-scale consumer marketing activation will be launched this month, USHBC announced, just in time for summer, featuring festive themes like Mother's Day and Memorial Day barbecues.

These are all aimed at increasing blueberry consumption among occasional users and capturing new consumers, it noted.

Marketing drives development

"In the dynamic world of retail, a well-crafted shopper marketing plan is not just a strategy, it’s the compass that guides inventory from shelves to shopping carts, seamlessly connecting products with the pulse of consumer demand," said Kevin Hamilton, vice president of global marketing and communications at USHBC.

"While we remain focused on providing the valuable, great-tasting experience that our core consumers love about this healthy fruit, we are excited to share that same deliciousness of blueberries with new consumers and get occasional users more involved in the category."

4,000 retail locations involved

The campaign will run in over 4,000 stores across major markets throughout the United States, including retailers like Target, Sam’s Club, Smart & Final, Albertsons Portland, IGA USA, Schnucks, United Supermarkets, Demoulas Market Basket, Giant Martins, and many others.

USHBC stated that its shopper marketing efforts are tailored to each retail partner and take an integrated approach, both inside and outside the store, to target consumers during their path to purchase.

Continued Growth

The blueberry category in the United States has seen a boom in recent years, with retail sales increasing by 11.1 percent from 2021 to 2023.

The industry is adapting to this new landscape, USHBC stated, with a focus on efficiency, quality improvements, and new varieties that boast better flavor and longer shelf life.

Read full article: Fruitnet

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