Marketing Healthy Foods
For the Florida Tomato Committee, we have increased consumer awareness of the health benefits and flavor of field-grown, fresh Florida tomatoes. Over the years, through various campaigns, we have leveraged traditional and digital/social media. We also implemented a a 16-market, East Coast Experiential Culinary Art Tour with stops at all major retailers. Our most recent campaign featured humorous animated videos disseminated through a social media campaign which yielded 1.1 million video views and 14 million campaign engagements through PR and blogger outreach. Our work has increased retail market share of field-grown round tomatoes by 6 points during the promotional period.