Folsom, Calif. (Dec. 3, 2012) — The U.S. Highbush Blueberry Council (USHBC) launched Little Blue Dynamos®, a lifestyle-oriented campaign for blueberries, more than a year ago. To learn what consumers know about blueberries and their response to the Little Blue Dynamos positioning, the USHBC worked with Harris Interactive to conduct an online survey earlier this year.
“We were especially interested in what women ages 25-45 would have to say,” says Mark Villata, USHBC Executive Director. “Because women make most of the food purchase decisions for themselves and their families, their opinions about how blueberries fit into their lives help guide our consumer marketing program.”
With the development of the lifestyle-oriented image for blueberries, the industry’s primary marketing target moved away from women in the 45-60 age range, who are the traditional blueberry purchaser. Previous USHBC research points to women and moms between the ages of 25-45 as the customer group with the greatest “next tier” potential to increase blueberry sales, so the Little Blue Dynamos marketing campaign is designed to speak to this target audience.
In 2012, Little Blue Dynamos messages and imagery have been promoted through full-page ads in Food Network Magazine and Cooking Light. Banner ads ran through the summer on RachaelRay.com, Daily Candy Kids and FoodNetwork.com. In addition, the positioning is highlighted in USHBC-supported television appearances, Facebook and Twitter activities, and outreach to media, bloggers, and health professionals.
The Harris Interactive survey was conducted from August 22-24, 2012, specifically to gauge U.S. adults’ knowledge and attitudes about blueberries and their connection to the healthy, dynamic lifestyle represented in the Little Blue Dynamos campaign.
Key findings from 25-45 year-old women polled in the Harris Interactive online survey include:
- 94% agree blueberries pack a powerful punch of healthy rewards
- 78% of those who eat blueberries agree blueberries add a little boost to their day
- 76% agree blueberries fuel fun activities
- 73% of mothers ages 25-45 who have children age 18 and under agree their kids think it’s fun when they serve them blueberries
About the USHBC: The USHBC consists of growers and packers in North and South America who market their blueberries in the United States. The members of the USHBC work together to promote the growth and well-being of the entire industry. The blueberry industry is committed to providing blueberries that are grown, harvested, packed and shipped in clean, safe environments.
This survey was conducted online within the United States by Harris Interactive on behalf of CRT/Tanaka from August 22-24, 2012 among 2,114 adults ages 18 and older, among whom 476 are women age 25-45. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated.
For complete survey methodology, including weighting variables, please contact Emily Valentine at EValentine@CRT-tanaka.com or 804 675 8168.