Topics in this issue of Behind the Blue:
The prestigious W³ Awards spotlight creative excellence on the web, and recognize marketing professionals behind award-winning websites, video, marketing, mobile, social and podcasts. The W³ Awards program is highly competitive and is sanctioned and judged by the Academy of Interactive and Visual Arts, an invitation-only body consisting of top-tier professionals from a “Who’s Who” of acclaimed media, advertising and marketing firms.
The video ads featuring Dr. Barry Azul and the Blueberry Method campaign targeted overwhelmed young families and fun-loving freshness fans, inspiring them to keep blueberries top of mind wherever they watch or engage with content, news or entertainment (YouTube, Facebook and smart TV apps like Hulu, Food Network, HGTV and more). To date, these ads have been viewed in completion more than 5 million times, and resulted in more than 2 million engagements (clicks, likes and shares) performing higher than industry benchmarks for view-through and click-through rates.
USHBC presented several demonstrations that showcased versatile global applications using a variety of blueberry formats, including Blueberry Mediterranean Meatballs using dried blueberries and blueberry juice, an Israeli Couscous Salad with Pickled Blueberries using fresh and frozen and canned blueberries, and a Blueberry Miso Sauce using frozen blueberries.
All participating chefs are being sent a Blueberry Inspiration Kit that features the recipes that were demonstrated, plus samples of all blueberry formats so they can experiment in their own kitchens with applications that are tailored to their menus.
More than 4,850 units were represented by the chefs in attendance, and several more chefs who couldn’t attend the session are also interested in learning more about how blueberries can increase value in their operations.
Kaiser noted that U.S. per capita blueberry consumption has steadily increased since 1970, reaching a peak of approximately 45 ounces per person per year in 2016. His study quantified the relationship between the promotion efforts of the USHBC and domestic demand for blueberries, based on the model of the economic theory of demand.
Kaiser found that if you increased the New Jersey average grower price by 10%, holding constant the other demand drivers, blueberry demand would decrease by 2%. If you increase the USHBC marketing budget by 10%, holding all else constant, we would expect blueberry demand to increase by 1%.
From 2014 to 2018, USHBC’s promotion activities increased total blueberry demand by 571 million pounds in total, or 114.2 million pounds per year. This represents an annual average increase in blueberry consumption of 13.5%. Hence, as Kaiser notes, USHBC has had a positive effect on domestic blueberry demand. A 1% increase in promotion expenditures by USHBC on average increased the grower price by almost 0.6 cents/lb.
View a recording of this session here (you’ll need to log in or register to watch).
And in case you missed it, all our sessions are now available on BlueberryEvents.org. Just log in or register to check out the insightful content from the event for free.