1. The United States
Highbush Blueberry Council
Consumer Campaign

2. MODERATE MARK/MANDY & HEAVY HANNA/HARRY
How are we making bb consumers top berry? We have a robust mix of marketing activities to drive demand for bb among our target audiences. Getting bb on the menus in chain restaurants and school foodservice; getting bb in the media through health stories from our research and health influencers/spokespeople, including celebrity chefs, moms, health experts and personalities with a strong following on social media; through our paid digital ad campaign; and getting bb of all forms, fresh, frozen, powder, dried in new products being developed.
MODERATE MARK/MANDY & HEAVY HANNA/HARRY

3. Audience Strategies Marketing Imperative Strategies
Promote blueberries year round with greater emphasis during high-volume periods
Promoting mainly fresh in consumer campaign with frozen in messaging and recipes
Strategies
Digital Advertising
Celebrity and influencer partnerships
Shareable online content
Media coverage
We are promoting bb year round with an emphasis on high-volume periods in the summer months. We mainly promote fresh in our digital ad campaign but we do talk about frozen in messaging for the media and in recipes. Our key marketing strategies are: 1) our digital campaign; 2) influencer partnerships; 3) shareable online content and; 4) media coverage.

4. 2018 Positively Bluetiful Digital Advertising Campaign
VIDEO AND BANNER AD RESULTS
Exceeding all goals (video views, clicks and engagements)
Ads performing above all industry benchmarks
10 months into the campaign, Positively Bluetiful is currently exceeding all goals related to video views, clicks and consumer engagement. We refreshed the ads in late-summer to avoid any plateau; new ads are performing exceptionally well.

5. Celebrity & Influencer Partnerships
Partner with top-tier lifestyle & food influencers to drive blueberry recommendations, buzz & engagement on social media year round such as:
Fit Foodies
Ambitious Kitchen
Brandi Milloy
We have been working with several influencers this year. Couple cooks, fit foodies, ambitious kitchen have been sharing posts and videos and having giveaways. Our digital and social platforms are reaching not just young but the 30+ audience, especially on Facebook. Brandi Milloy, popular with our target audiences, is a food and lifestyle expert. She’s a regular contributor to the TODAY Show and got bb media coverage on the Today Show. She has a YouTube series, Eat The Trend and Get the Dish. She’s appeared on the cooking channel and food network as well. Incredible bandwidth when it comes to media relations. She Is a rising star.

6. Sharing Online Content
Social Media
Online shareable content to drive awareness & word of mouth through Facebook, Instagram, Twitter, YouTube and blogs.
Websites
SEO: Ads reaching 300,000 consumers via Google, Bing & Yahoo
marketing campaign reaching 13,000 subscribers
Recipes most popular reason to visit
We know social media is important to our Moderate Mandy’s/Marks. They are more likely to buy products they see on social media. We will continue to engage them across all of our social media platforms.

7. Consumer Media
152 media placements to date in 2018, totaling 1.8 billion in reach.
86% of the coverage includes a health message.
Coverage on the Today Show, CNN, Good Housekeeping, Prevention and HealthLine
Taste significant driver for Moderate Mandy/Mark, but it can be difficult to secure placements about bb that aren’t dominated by health messages.
One way we are changing next year’s campaign to drive the taste and versatility message home is by working with celebrities like actress, cookbook author and TV personality, Tia Mowry. She has a large following and introduced a series called quick frozen, ranging from simple recipes and easy workouts and beauty tips. She will distribute compelling bb through recipes, videos, blogs, social media, media interviews and appearances. We are in negotiations with her and hope to have her as the Council’s spokesperson next year.

8. Food Tech Program STRATEGIES
Providing formulas and recipes to food scientists
Generating publicity through advertising/advertorials in key publications
Inspiring the use of blueberries through trade show representation at shows, including dairy, baking, confectioners and frozen foods
Sharing the latest on blueberries through our website, newsletter and blog
Our food tech program is working toward making sure real bb are used in products and not artificial ingredients; the Council has nearly 100 sign ups from domestic and export companies to use the seal on their packaging. We also keep bb front of mind by working with food scientists on formulas & recipes; Keep bb in the media in key trade publications reaching food manufacturers and scientists by doing interviews, running ads/advertorials (advertorials - look more like featured content vs an ad so more people are more likely to read it); Connect with the industry through trade shows-giving us the time to meet with leads and talk about bb how to use them in various forms. Provide resources to food manufacturers, how to signup for the Real Seal and share the latest industry information in our blog and quarterly newsletter on our website:

9. Thank You!