The U.S. Highbush Blueberry Council

The U.S. Highbush Blueberry Council, an association of blueberry growers and packers in North and South America who market their produce in the United States, engaged Lewis & Neale, a wholly-owned subsidiary of CRT/tanaka, to change consumer perceptions of blueberries from “just another berry” to a great-tasting, antioxidant-rich superfruit. The agency’s public relations campaign was supported by extensive market research and targeted food and health professionals through mailings, seminars and exhibits at industry conferences. Lewis & Neale also conducted an aggressive print and broadcast media campaign targeting consumers. As a result, the agency is credited with significantly increasing the per capita consumption of blueberries during a period where prices were steadily rising.

CHANGING PERCEPTIONS OF BLUEBERRIES

Challenge

Lewis & Neale, a wholly-owned subsidiary of CRT/tanaka, was challenged to change consumer perceptions of blueberries from “just another berry, perfect for pies” to a “great-tasting, antioxidant-rich disease fighter.”

Solution

Several landmark research papers published in the late 1990s served as support for the agency’s campaign launch. L&N introduced blueberries as a super healthful fruit with strong endorsements by respected members of the scientific community. The agency targeted food and health professionals, leveraging the latest research findings through annual mailings, sponsored seminars and exhibits at dietitian, nutrition educator and other health professional conferences. L&N also conducted an aggressive print and broadcast media blitz targeting consumers.

Over the past decade, L&N has kept the messages fresh and newsworthy by reporting the latest findings about the health benefits and communicating the culinary attributes of blueberries that resonate with today’s consumer – taste, convenience, versatility and availability.

Results

• Since 2001, the blueberry campaign has reached more than 40,000 key opinion leaders in health and nutrition and resulted in more than 900 million consumer impressions, with a return on investment in excess of 1,500 percent.
• Perhaps even more importantly, L&N’s initiatives are credited with a 60 percent increase in the per capita consumption of blueberries since 2001. This is exceptional, because during this period price levels have steadily risen.