In-State Promotions Keep
the Spotlight on Oregon Blueberries
relations, the non-paid media cornerstone of the Oregon Blueberry
Commission's seasonal promotions efforts, continues to focus the
spotlight on fresh season blueberries and the growers who make it
commercial with Eric Pond
Commission's program continues to expand in its diversity thanks
to a network of community based programs, the Oregon Department
of Agriculture and independent retail marketers looking to expand
their promotion efforts with unique partnerships and the power of
the blueberry health halo.
Media kits and the fundamental blueberry media messaging set the
frame work for the overall effort, however, fresh new elements in
the realm of social media, expanding websites and point-of-purchase
materials add a hands-on tangible aspect.
The importance of the Commission's
ambassador to the public, Ima Blueberry, continues to grow as well.
Now the single largest category in the promotions budget, Ima makes
her presence known in the Willamette Valley from late June through
Labor Day. Ima's off-season appearances continue to expand as well
with events like Ag Fest, school programs and major community events.
Northwest cooking segment with Craig Messmer (click to play)
a great deal of focus is placed on non-paid media, there are select
elements of paid media as well. Promotion packages that place blueberries
on-air with Portland broadcast television and publications like
Edible Portland have their place as well. News media online
ad placements in select major markets throughout Oregon rounded
out the paid media efforts with more than 1.4 million blueberry
In July and August several partnership promotions were conducted,
the largest being the Oregon Berry Festival followed by Mio Gelato,
Sweetest Things Cupcakes, Food and Wine Pairings at the Oregon State
Fair, USA Pears, the International Pinot Noir Festival and others.
The USHBC plays a critical role in what we do as well. Thanks to
their cooperative nature many of the materials used with their national
and international efforts are available to us to repackage or rebrand
and give our local in-state projects the look and feel of a much
more expensive effort.
The Oregon blueberry industry is fortunate to have such a diversity
of resources and partnerships available that keep this dynamic industry
well positioned right here in Oregon.
special thank you to PanAmerican, Townsend Farms and Gingerich Farms
for donations of blueberries and other resources that made our special
to view a pdf of the promotions report.