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Agrimarketing : November December 2006
November/December 2006 AgriMarketing 37 In the 1980s, the California raisins danced into the hearts and lunch boxes of kids and adults alike. Today, the Raisins are back and they are encouraging adults --- primarily moms --- to make Wise Choices in the California Raisin Marketing Board's latest marketing program that launched last month. MeringCarson, Sacramento, CA, designed the Wise Choices advertis- ing program and based their cam- paign on research that showed raisins have a great opportunity to raise awareness and build demand among key target audiences. "Consumers are more aware of health-related issues, but busier than ever before," said Karla Stockli, the board's Mktg VP. "We found that an opportunity exists to remind con- sumers --- particularly women who shop for their families --- of how per- fectly California raisins fit in their lifestyles." AN AD CAMPAIGN IS BORN After immersing themselves in the background information and research available, the MeringCarson team developed several advertising concepts. Each campaign sought to achieve these goals: • Create a personality for raisins that would appeal to the target audi- ence of women with children at home. • Re-energize the raisin image so that other important buyers --- food service operators, manufacturers, supermarkets and others --- would want to capitalize by offering raisins and raisin-based products. • Craft a campaign that would raise awareness of and demand for raisins among target consumers. When three different concepts were evaluated by consumer focus groups, the team found that women responded positively to campaigns that spoke to them as women, not just mothers. Also, raisins' health benefits were surprising and compelling to a majority of women in these groups. "One campaign in par- ticular featuring serene images of women consum- ing raisins as a part of their daily lives struck a responsive chord," said Greg Carson, partner and Creative Dir of MeringCarson. "Consumers loved the use of peaceful colors and imagery and the messages of health and empowerment embodied in the ads." The consumer research conducted by the board and MeringCarson led directly to the development of the Wise Choices campaign. The print and online campaign launched in the October issues of Everyday with Rachael Ray, O Magazine, Food and Wine and Cooking Light. The ad will also appear in Real Simple, Better Homes and Gardens, Self, and Parenting, and runs through June 2007. Key trade publications in the industrial, foodservice and retail sectors will also carry the advertising. LOVEYOURRAISINS.COM In addition to launching a new inte- grated marketing program, the board worked with BKWLD, also in Sacramento, to launch it's new and improved Web site at www.LoveYour Raisins.com. The design for the Web site incorporates the Wise Choices campaign artwork and is a one-stop spot on the Internet for California raisin recipes, nutrition facts and manufacturing information. At the site, consumers may also sign-up for the free monthly newslet- ter. The newsletter is a comprehen- sive source for information about California Raisins, wonderful sea- sonal and creative raisin recipes, nutritional information, guidance, and more. AN INTEGRATED APPROACH To fully integrate the Wise Choices program with consumer marketing, the services of Fleishman-Hillard/ Sacramento were retained. The Fleishman-Hillard team worked closely with MeringCarson and the board to create a fully integrated advertising and public relations campaign. At the onset of the program, the Marketing Board and Fleishman- Hillard commissioned a survey of more than 600 U.S. women, 25--54 CONSUMER MARKETING: CALIFORNIA RAISINS LAUNCH NEW CAMPAIGN by Kim Bedwell, Fleishman-Hillard, Inc. Samples of the Wise Choice full page ads running in consumer magazines are shown here and on the next page. (more on page 38)