WP Rawl Launches Back to Fresh Campaign

To start off the New Year WP Rawl launches their 2016 campaign: Back to Fresh: Make Your Plate Green in 2016.

The program, which launched on January 1, is a year-round campaign focused on monthly recipe and lifestyle content themes, where the brand helps consumers take the guesswork out of eating a balanced and fresh diet with a focus on leafy greens.

Now, more than ever, consumers are curious about leafy greens—and not just kale. Collards, mustards and turnips have also grown in consumption over the past few years, in part thanks to the popularity of their kale sibling. Shoppers are willing to try them and WP Rawl will show them what to do with them once they leave the store, company officials say.

“This is one of the most dynamic and exciting campaigns we have launched to date,” says Ashley Rawl, vice president of sales, marketing, and product development at WP Rawl. “We have been growing leafy greens for 91 years and feel that our Back to Fresh campaign is the perfect way to teach the newer generations about these good-for-you leafy greens that our grandparents and great-grandparents discovered long ago.”

The campaign is full of exciting components, including an integration with registered dietitian and three-time New York Times best-selling author Cynthia Sass, who enriches WP Rawl’s nutritional endeavors as well as provides social media content and support in distributing the information to her followers.

Additionally, throughout the year, the brand will roll out content such as videos, infographics, healthy tips, recipes, and special edition leafy green bags featuring Sass. Finally, the campaign will introduce a monthly Back to Fresh Challenge which encourages people to make small changes in their daily lives for optimal health and well-being via their monthly newsletter, The Leaflet.

Consumers can sign up for The Leaflet and follow WP Rawl’s Back to Fresh campaign via their website, www.rawl.net/backtofresh, and on social media through the hashtags #backtofresh and #backtofreshchallenge.