Back to Fresh campaign focuses on greens

New year, new campaign? That is how the story goes for WP Rawl as they announce the launch of their 2016 campaign: Back to Fresh: Make Your Plate Green in 2016. The program, which launched on January 1, is a year-round, all-encompassing and tightly-branded campaign focused on monthly recipes and lifestyle content themes, where the brand helps consumers take the guesswork out of eating a balanced and fresh diet. The heroes of the campaign, of course, are leafy greens.

As part of its ongoing efforts, the marketing team at WP Rawl consistently looks at trends and social chatter around them. With the growing popularity of "clean eating," the next campaign was a no-brainer. People are reading about eating a clean diet but what does it mean? It means choosing fresh, wholesome ingredients that are close to their natural state, without adding a lot of processed ingredients. It means getting "back to the basics" or "back to fresh."

Now, more than ever, consumers are ever curious about leafy greens-and not just kale. Collards, mustards and turnips have also grown in consumption over the past few years, in part thanks to the popularity of their kale sibling. Shoppers are willing to try them, and as the category leader, WP Rawl is thrilled to show them what to do with them once they leave the store.

"This is one of the most dynamic and exciting campaigns we have launched to date," said Ashley Rawl, vice president of sales, marketing, and product development at WP Rawl. "We have been growing leafy greens for 91 years and feel that our Back to Fresh campaign is the perfect way to teach the newer generations about these good-for-you leafy greens that our grandparents and great-grandparents discovered long ago."

The campaign is full of exciting components, including an integration with registered dietitian and three-time New York Times best-selling author Cynthia Sass, who enriches WP Rawl's nutritional endeavors as well as provides social media content and support in distributing the information to her followers.

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Jen Velasquez