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Agrimarketing : November December 2006
38 AgriMarketing November/December 2006 years old, that found paying off credit card debt and being a stay-at-home mom were at the top of the list when it came to wise choices they would make, if they had the opportunity. "We asked moms across the coun- try their thoughts about the wise choices they can or would make --- all in an effort to shine the spotlight on the fact that the best decision we all can make is to take good care of our- selves," said Stockli. "Whether it is exercising, eating right or just taking a few minutes for yourself, it all starts with a wise choice." The survey found that nearly half of the moms responding, 47%, said that, if they unexpectedly received $10,000 dollars, the best use of the money would be to pay off credit card debt. Surprisingly, nearly the same amount, 40%, responded that this is also what they would want to do with the windfall --- outranking such per- sonal luxuries as taking a dream vaca- tion, 16%, using the money toward the purchase of a house or car, 13%, or even going on a shopping spree, 7%. In addition, the findings reveal that an overwhelming majority, 85%, of respondents would choose to be stay-at-home mothers if money was no object. Women at either end of the income scale, including those mak- ing less than $35,000 a year, 18%, and those earning more than $75,000 a year, 19%, were almost twice as likely to opt for stay-at-home status, compared to moms who were mid- dle-income earners, 10% of those with incomes ranging between $35,000 to $75,000). Along with ideas about how to improve their financial health, survey respondents also shared their thoughts for improving their physical well-being. When provided with options, moms ranked drinking more water and less sugary drinks, 32%, eating smaller meals throughout the day, 27%, making healthier snacking choices, 19%, and dining out less often, 19%, as the order in which they would maintain a healthy diet. Also, when it comes to snacking --- the combination of taste, healthfulness and portability --- add up to the top considerations. A whopping 39% of moms ranked these collective attrib- utes as the most important when choosing snacks. The collective prefer- ence was tied with taste (individually ranked at 39% for the most important factor when it comes to satisfying snacking on the go. PR GIVES RAISINS A WORKOUT In addition to commissioning the survey of moms, Fleishman-Hillard was further inspired by the advertis- ing campaign, and developed a com- prehensive public relations program that includes print, broadcast and online outreach. Fleishman-Hillard secured celebrity fitness trainer Valerie Waters to serve as the national campaign spokesperson delivering messages about taking time for oneself, staying fit and eating right --- especially healthy snacking with California raisins. Waters works with some of Hollywood's fittest moms including Jennifer Garner and Kate Beckinsale. On October 6, Waters was in the spotlight touting the bene- fits of making Wise Choices and how California Raisins fit into a healthy lifestyle during a satellite media tour. She continued her media relations efforts in a radio media tour. "I tell all my clients --- from super stars, super moms and everyone in between --- that making wise choices can keep them on-the-go and feeling better than ever," said Waters. "The focus is on the basics --- choosing to make time for yourself, exercising and eating right." To help reward con- sumers for making wise choices, the California Raisin Marketing Board partnered with Miramonte Resort and Spa in Indian Wells, CA, for the Wise Choices Sweepstakes. At www.Love YourRaisins.com, consumers may enter to win a weekend spa getaway at Miramonte Resort and Spa, as well as sign up for a free Wise Choices On- the-Go bag, featuring the advertising artwork, and filled with a plush California raisins character, California raisin samples, compact mirror from the spa, relaxation lotion and a refrig- erator magnet to help remind women to make wise choices each day. To coincide with the campaign launch, recipes featuring California raisins were developed and dissemi- nated through a full-page color feature and syndicated newspaper outreach. WHAT'S NEXT Following the "Wise Choices" cam- paign launch, year-long communica- tions support will include national media relations and other news bureau outreach, programs targeting Hispanic consumers, sponsorship support of the More Marathon and other California raisins events, as well as a highly successful annual cal- endar give-away and recipe contest. "We're excited about the new opportunities the Wise Choices pro- gram brings to California raisins and are already looking ahead to healthy opportunities in 2007," said Stockli. The California Raisin Marketing Board was created by a State Market- ing Order in 1998 and is 100% grower funded. Its mission is to support and promote the increased use of California-grown raisins and sponsor research of the fruit's nutritional bene- fits. To learn more about the California Raisin Marketing Board, visit LoveYourRaisins.com. AM continued from page 37