Blueberries have long been known and appreciated for their health benefits, and the time has come to put them in the spotlight in a big way. Today the U.S. Highbush Blueberry Council (USHBC) announces the launch of a new marketing campaign featuring two new ads that celebrate how the small and simple blueberry packs enormous benefits into every bite or handful.
“Blueberries GO BIG” showcases an emotional connection to the fruit in two different yet equally engaging scenarios, highlighting the big things that can happen when you grab a boost of blue.
The two ads can be viewed at Youtube.com/@eatblueberries:
A Better Way
Elevate your “cool factor” and shake up your post-workout recovery.
Next-Level Snacks
Blueberries come in clutch for your kid’s team at halftime.
“Blueberries GO BIG” is debuting with a large-scale paid media campaign aimed at a targeted audience of 18 million blueberry consumers.
The plan includes programmatic display, online video (OLV), audio, connected TV (CTV), paid social, paid search and more. A TikTok TopView campaign on July 29, which reached millions of users, offers an irresistible behind-the-scenes look at one of the ad’s big stunts.
USHBC is also partnering with influencers to demonstrate how blueberries can “go big” in each creator’s content.
The message: health, taste and convenience
“Our new campaign illustrates the many benefits of blueberries, with health as the foundational message, while giving more airtime to attributes such as great taste and convenience, which we know are important to our consumers but are not always emphasized,” says Kevin Hamilton, USHBC vice president of global marketing and communications.
“‘GO BIG’ helps us tell a story that connects emotionally with consumers and highlights the better-for-you snacking opportunities around our fruit.”
USHBC works to increase demand for blueberries across all channels through marketing promotions, research and resources, while empowering the industry to make blueberries the world’s favorite fruit. In partnership with Schafer Condon Carter (SCC), USHBC’s brand and consumer-marketing agency, the GO BIG platform represents the next phase in the continuous evolution of blueberries as a brand.
Source: USHBC
