U.S. Highbush Blueberry Council Launches New Ad Campaign to Demonstrate the Transformative Power of a Boost of Blue
New Ads from the U.S. Highbush Blueberry Council Use Humor to Celebrate the Taste and Nutrition Benefits of Blueberries and Drive Demand and Sales
FOLSOM, Calif. – July 12, 2023 – Blueberries are beloved for giving consumers a healthy, delicious “boost of blue” in every handful – not to mention their versatility and snackability. This summer, the U.S. Highbush Blueberry Council (USHBC) is showcasing blueberries’ transformative power with three new video ads running programmatically on Connected TV (CTV), across premium channels USHBC’s audiences spend the most time on. A few channels these ads have appeared on through CTV include HGTV, Lifetime, Food Network, WEtv, Bravo and Nickelodeon. Each ad promises a big boost in a surprising, clever way – but at their heart, all three ads showcase that simple, delicious blueberries are all you need.
“Blueberries are a treat for the tastebuds and a simple, natural, healthy choice you can make every day. In these new ads, USHBC gets to shine a spotlight on that wonderful experience – physical and emotional – of grabbing a boost of blue,” said Kasey Cronquist, President, U.S. Highbush Blueberry Council. “We’re telling relevant, memorable stories through humor and shared experiences that allow us to strengthen our emotional connections with blueberry super fans. And, as the ads demonstrate, blueberry humor makes everyone feel good – just like the berries themselves.”
Blueberries have evolved from a seasonal treat to a year-round, must-have fruit after decades of blueberry industry promotion and collaboration. North American production nearly tripled from 432.5 million pounds in 2000 to 1,234 million pounds in 2022. USHBC helps increase demand for blueberries across all channels through research, promotions and resources that empower the industry to make blueberries the world’s favorite fruit.
USHBC and longtime agency partner Padilla explored new ways to catch consumers’ attention and help them visualize the uniquely nutritious and flavorful journey you get when you grab a boost of blue. All three ads parody familiar advertising formats that make extreme promises – a catchy and amusing way to share the simple, natural boost blueberries provide to help you feel healthier and happier.
“With a natural, delicious little fruit like blueberries, we aren’t really competing with sugary snacks, energy drinks, or pharmaceuticals. But we are selling a healthier version of the boost those other products often claim in their ads. And we’re all more than familiar with their ads. So, we thought it would be a lot of fun to set blueberries loose in that sea of mood- and energy-boosting marketing tropes,” said Paul Brink, Creative Director, Padilla. “The contrast of seeing something as simple and wholesome as blueberries in these noisy, contrived commercial genres made us all smile. Which is anoher thing blueberries themselves are good at.”
The ads are part of USHBC’s Grab a Boost of Blue campaign, which inspires blueberry consumption and drives demand for blueberries. The campaign encourages consumers to incorporate blueberries into every part of their life by enjoying their delicious taste, exploring their versatility in cooking, and capitalizing on their health benefits. After seeing blueberry consumers’ enthusiastic response to Grab a Boost of Blue, USHBC seized the opportunity to expand on it and infuse an additional sense of playfulness and fun in the new ads. The ads will also be tracked using Catalina data which will share insight into their impact on blueberry consumption and household penetration in relation to Grab a Boost of Blue.
About the U.S. Highbush Blueberry Council
Established in 2000, The U.S. Highbush Blueberry Council (USHBC) is a federal agriculture research and promotion program with independent oversight from the United States Department of Agriculture (USDA). USHBC represents blueberry growers and packers in North and South America who market their blueberries in the United States and overseas, and works to promote the growth and well-being of the entire blueberry industry. USHBC was established by blueberry growers and currently has 2,500 growers, packers and importers. USHBC is committed to providing blueberries that are grown, harvested, packed and shipped in clean, safe environments. Learn more at ushbc.org.