Eat Red campaign promoting cherries
The Cherry Marketing Institute's Eat Red marketing campaign to get cherries into the mainstream is seeing promising results, according to Phil Korson of the Cherry Marketing Institute.
The first-ever National Eat Red Week kicked off the first week of February, coinciding with both American Heart Month and National Cherry Month, generating coverage online, on TV and in print. Check out these links:
- Eat Red. Choose Cherries., Allrecipes.com
- Don't Just Wear Red, Eat It Too!, Fitsugar.com
- Eat Red for Valentine's Day, Integrative Medicine and Wellness on WebMD
- 15 Foods That Can Save Your Heart, WebMD (from Shape Magazine)
- Celebrate American Heart Month by Eating Red, Reuters
- Celebrate American Heart Month By Eating Red, Medical News Today
In addition, in the April 17 Leelanau Enterprise, John Tune writes:
Among the media outlets that gave some exposure to cherries in February were The Today Show, Fox Business Channel, food industry trade publications, and national magazines that included Shape, Fitness, and Women's Health. Local TV interviews were done in major metro markets, including Chicago, Philadelphia, Miami, and Kansas City. Record-breaking traffic to the CMI's choosecherries.com site was noted, and represented a 300 percent increase against the monthly average.
Korson told Tune that a major goal of the campaign is to get companies that normally don't use cherries to add them to their product lineup. He cites Welch's, which has a new Dried Fruit snack coming out, and three of the five varieties include dried cherries.
Tune also notes that we won't be seeing much of the coverage here in northern Michigan. Since we already know about cherries, the campaign is focused elsewhere. Now we'll wait to see if the media buzz leads to higher consumption.
Filed under News & Views
