Blueberry Council Motivates Consumers to Make Little Lifestyle Changes

In 2016, the U.S. Highbush Blueberry Council continues to evolve its Little Changes campaign offering consumers simple ways to make little changes aimed at cultivating a healthier lifestyle. Building on the success of the 2015 campaign, which generated nearly 100 million positive impressions, according to Council officials, the 2016 campaign will encourage consumers to join the movement by sharing healthy living motivation with their social networks.

With one in five Americans spending less than 15 minutes preparing dinner on the average weekday, and 31 percent citing lack of time as a barrier to weight management, Americans are looking for little changes that reap big rewards. For 50 percent of Americans, adding blueberries to snacks and meals is a little change that helps them stick to a healthier routine, officials add.

“The lives of moms and dads today are full and fast-paced, and we want them to see how blueberries can serve as a nutritious and convenient sidekick in their family’s day-to-day routine,” says Mark Villata, executive director for the Blueberry Council. “Through our 2016 marketing initiatives, we’ll offer consumers simple solutions that are easy to share with friends and family and will facilitate long-term success in healthy living.”

Major components of the Blueberry Council’s 2016 Little Changes marketing campaign will be implemented in January-February, May-July, and November-December to coincide with periods of high supply. They include, as described by Council officials:

-        #OurLittleChanges Social Movement – Offering valuable, shareable tips and enjoyable ways to get active and eat more nutritious foods, challenging consumers to team up with a friend to incite little changes and keep one another motivated year-round.

-        100 Days of Summer – Providing busy moms and dads with 100 simple ways to make the most of 100 days of summer with their families. Shareable materials will promote wholesome activities such as family picnics, making blueberry jam, making popsicles, etc.

-        Little Changes Holiday Recipes – Promoting a series of simple blueberry recipes ideal for sharing – some for sharing at holiday gatherings, some designed to be passed along as gifts. All will offer consumers convenient, time-saving ways to infuse various forms of blueberries into their lifestyle around the holidays.

“In the last five years, North American per capita blueberry consumption has increased by nearly 50 percent, with blueberry consumers trending younger and more diverse,” says Parm Bains, chairman of the U.S. Highbush Blueberry Council. “These statistics illustrate the blueberry industry’s continued success in growing the market for these little berries.”