Wild blueberry campaign to break in August
By Adnews Staff
The Wild Blueberry Association of North America will begin a Canadian marketing campaign in August to coincide with Wild Blueberry Month. The campaign will include trade advertising, trade show promotions, sponsorships and a website at <http://www.wildblueberries.com>. Public relations activities will include national media relations, product placement activities, sampling programs, media co-promotions, special events and an initiative aimed at chefs. The creative will use the copy, "Antioxidant Rich Wild Blueberries: Premium by Nature." The campaign is part of an international effort developed by Swardlick Marketing Group of Portland, ME. Canadian marketing and public relations are being handled by The Siren Group of Toronto and Massy-Forget of Montreal. "Wild blueberries are a premium fruit, delivering attributes and benefits to customers looking for superior and highly appealing fruit-based products," said Neri Vautour, executive director of the Canadian chapter of the association. "Our efforts will be focused on more aggressively communicating the natural premium characteristics and differentiating marketing elements of our special little wild blue fruit."