USHBC
Unveils New “Little Blue Dynamos” Positioning and Campaign
for Highbush Blueberries
by Mark Villata, USHBC Executive Director
A
new brand positioning for highbush blueberries, which will be the
USHBC identity and direction now and in the future, has recently
been launched by the U.S. Highbush Blueberry Council. The branding
project was a multi-stage process which included extensive consumer
research and testing to be sure that the concept and message is
on target and will motivate a new blueberry consumer group of women
25 to 40 years of age, while at the same time is accepted by the
traditional blueberry consumer base of women 45 years of age and
older.
This
branding process began in 2008 with the goal of addressing the “blue
wave” of blueberries expected from both domestic and international
production in the years to come. The USHBC plan is to double domestic
per capita blueberry consumption over the next five years to keep
up with projected future supply. Here in North America, blueberry
production could increase from the current record level of approximately
480 million pounds to more than 900 million pounds in the next five
years. Internationally there could be as much as 1.5 billion pounds
of blueberries on the market by the year 2015.
The USHBC has worked to create a brand image for blueberries that
will encourage new blueberry users while at the same time encourage
core blueberry users to expand their purchases. The new “Little
Blue Dynamo” positioning is a vehicle that will help accomplish
this goal. The “Little Blue Dynamo” brand positioning
will serve as a way to set blueberries apart from other fresh fruit
options and is based not only on the functionality of blueberries,
but also on the emotional feelings consumers have for blueberries.
This new positioning, which includes a new USHBC logo and seal,
serves as a foundation for current USHBC market promotion efforts
providing a unified voice and look to the consumer, food service
and food manufacturer promotional activities conducted by the Council.
The positioning will also help the USHBC to leverage funds by creating
multiple exposures to its marketing theme and help to break through
the clutter of marketing messages directed to the consumer each
day.
A modest rollout of the brand will be initiated this year with on-line
banner advertising appearing on health, lifestyle and food oriented
websites viewed by the new target audience, as well as promotion
on social media sites such as Facebook and Twitter. The theme will
also be featured on the current USHBC website and in all USHBC market
promotion and publicity materials. Blueberry marketers are also
being encouraged to place the “Little Blue Dynamo” seal
on their packages to create even more visibility at retail.
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USHBC
Unveils New “Little Blue Dynamos” Positioning and Campaign
for Highbush Blueberries
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