FOLSOM, CALIF. - The U.S. Highbush Blueberry Council (USHBC) is working on the launch of its 2021 strategy and consumer call to action: Grab a Boost of Blue.
Designed to promote blueberry use throughout the day and increase demand throughout the year, the new positioning and strategy will be used in advertising, point of sale, social media, public relations and packaging to point consumer attention to the healthy boost of deliciousness they get from a handful of blueberries.
To ensure the blueberry industry and retailers can immediately capitalize on its consumer promotion program, USHBC is developing comprehensive online resource hubs available here. The hubs feature ready-to-use tools and content, including how-to-tips and ideas; blueberry and recipe photography; banner ads; social media posts and ideas; health and nutrition content; QR codes and more. By early 2021, the online hubs will also house specialized toolkits to tie into six power-period campaigns and keep blueberries front and center all year:
Heart Health Month (February)
Frozen Food Month (March)
Brain Health Month (June)
National Blueberry Month (July)
Diabetes Awareness Month (November)
Holidays (October – (December)
“Blueberries fit into every consumer’s life and our new strategic positioning – coupled with smart promotions for power periods throughout the year – is designed to inspire and motivate people of all ages and lifestyles to ‘Grab a Boost of Blue,’” said Jennifer Sparks, USHBC vice president, marketing and communications.
USHBC will provide the new brand logo free of charge and encourages all blueberry growers, marketers and promoters to get on board and use the tools to their advantage. Early adopters of the logo, who are already licensed, include East-West Label Company, the Chilean Blueberry Committee, California Giant, Wish Farms, Sonoco and the Oregon Blueberry Commission.
“The more partners who join us in this effort, the more success we’ll see for the entire industry,” said Kasey Cronquist, USHBC president. “The opportunities are limitless.”