The North Carolina Sweetpotato Commission (NCSPC), made up of 300 sweet potato growers along with packers, processors and business associates celebrated National Sweet Potato Month with an influencer campaign and mat release launch.
"National Sweet Potato Month is about showcasing how our beloved vegetable is great for any reason, any season," said Michelle Grainger, executive director. "Through our digital marketing efforts, consumers can get more recipe inspiration that will encourage them to incorporate this vegetable into their daily meal regime."
According to Retail Touch Points, 76 percent of consumers buy products seen on social media posts. With influencers helping create trends in the food sector, they assist with the efforts to highlight sweet potatoes as a nutritious and delicious superfood.
The campaign highlighted food influencers who span a range of categories meant to attract both Gen-Z and Millennial consumers. Creators include mothers, dietitians, college students, authors, recipe developers and more – all creating content featuring trending ingredients, music, tips and trivia. The campaign has garnered over 184,000 impressions and counting.
"As we dive deeper into the digital world, it is vital we continue to make connections with consumers in different ways," said Grainger.
Additionally, a TV segment featuring food and nutrition expert Mia Syn aired live on ABC Tampa highlighting fun and easy recipes featuring sweet potatoes for Valentine's Day meal preparations.
"As we dive deeper into the digital world, it is vital we continue to make connections with consumers in different ways," said Grainger. "We know online shopping will continue to grow. With traditional platforms offering recipe content and shoppable links, we can become instrumental in the way consumers incorporate sweet potatoes into their diets when we offer more digital resources."
A video mat release featuring a fan-favorite breakfast dish circulated in media outlets across the country. In selecting the recipe, the Commission focused on showcasing sweet potatoes as providing long-lasting energy.
Finally, to increase visibility and awareness, the Commission sent care packages to North Carolina state representatives in Washington DC. The packages included fresh sweet potatoes and recipe cards, along with a sweet potato fact sheet and were promoted on social media by Representative Greg Murphy of the Third Congressional District of North Carolina.
"Our goal is to show the versatility of sweet potatoes to all generations, ethnicities and palates," said Grainger. "We are driving awareness to create digital and in-store impulse purchases during National Sweet Potato Month – a period dedicated to bragging all about our state vegetable and its flavor and attributes – and beyond."
For more information:
Sabrina Wilson
North Carolina Sweetpotato Commission
Tel: +1 (956) 329-4720
[email protected]
www.ncsweetpotatoes.com
