Superfresh Growers
unveiled its new “Love Your Gut” campaign at the International Fresh Produce Association’s Global Produce & Floral Show in Orlando in October, inviting retailers to offer the promotion in their stores January through March next year.
The campaign highlights the naturally occurring fiber in apples and pears, giving retailers a produce-department answer to growing shopper interest in fiber and gut health after years of protein-dominated nutrition conversation.
“Consumers are seeing more packaged products promoting added fiber, but apples and pears already bring naturally occurring fiber to the table in one simple ingredient,” said Julieta Castillo, marketing coordinator at the Yakima, Washington-based grower. “They’re easy to pack, require little preparation and fit into everything from a quick snack to a family meal. Love Your Gut helps us tell that story in ways shoppers can put into practice.”
Seasonal hooks from New Year to Nutrition Month
The three-month window is built around seasonal hooks: January’s “New Year, New Me” whole-food eating mindset, a playful Valentine’s Day extension in February (“show yourself, and your gut, some love”) and March’s National Nutrition Month.
The campaign includes social media content, digital assets, in-store signage and merchandising tools designed to carry a consistent message from online meal planning to the produce display.
Connecting online inspiration to the aisle
That online-to-aisle connection reflects how consumers find their next snack: Circana data cited by the company shows 46 percent of consumers find snack inspiration in store and 41 percent on social media.
“We want apples and pears to be part of the plan before shoppers walk through the doors,” Castillo added. “Then, when they reach the produce department, we want that same inspiration to make adding to the cart an easy next step.”
Retailers can contact their Superfresh Growers representative to plan January-March promotions and explore campaign materials.
Related: IFPA’s Global Produce & Floral Show Wraps With Record Global Buyer Turnout