U.S. Highbush Blueberry Council’s new strategic positioning and call-to-action, Grab a Boost of Blue, taps into consumers’ passion for blueberries and motivates them to enjoy more of the fruit. Thanks to a host of resources, the inspirational campaign can be used in multiple points of contact in retail and digital channel promotions.
One of the consumer touch points for the 2021 Grab a Boost of Blue campaign are YouTube advertisements driving consumers across the entire path to purchase, including online and in-store grocery shopping. Six advertisements were recently launched on YouTube, featuring three concepts at 15 and 30 seconds each.
The recently launched ads target overwhelmed young families and fun-loving freshness fans on Facebook, YouTube and through pre-roll wherever they watch their favorite content, including SmartTV apps like Hulu, ESPN, Food Network and HGTV.
Each ad connects the physical and emotional benefits of blueberries (health, simplicity, great taste) to busy lifestyles. The Grab a Boost of Blue platform shows consumers how life gets tastier, trendier, easier – and healthier – when you add blueberries to your shopping cart, fridge or freezer. This call to action reminds consumers that when you add blueberries, the possibilities are endless.
The first ad emphasizes the positive health qualities of blueberries by showing a variety of stimulating tasks – such as puzzles, woodworking and exercise – next to a big bowl of blueberries. Each of these tasks can be elevated by grabbing a boost of blueberries.
The second ad shows how blueberries can brighten anyone’s day, from elevating a baked dish or breakfast to being enjoyed as a playful snack during homework or arts and crafts time.
The third ad shows the experience of buying blueberries at a grocery store. Whether it’s in a pint or a carton, buying a container of blueberries brightens your cart with a heart-healthy option.
For background on the creative strategy and the behind-the-scenes process, check out this viewing party with Grab a Boost of Blue champions and industry stakeholders hosted by USHBC Vice President of Marketing and Communications Jennifer Sparks:
These ads are just a sampling of resources in the full Grab a of Boost of Blue campaign. To view more resources, visit the USHBC Grab a Boost of Blue Toolkit Hub. The hub includes tools and advice to help you leverage USHBC’s national consumer promotion program and drive year-round sales. Industry stakeholders have full access to the ready-to-use materials and resources for advertising, point-of-sale materials, social media, public relations and packaging.