Michigan Apple Committee Enjoys Healthy Living Campaign
May 14, 2014 The Michigan Apple Committee (MAC) has officially wrapped up this year’s healthy living campaign, which resulted in more than 155,000 entries in the Healthy Living sweepstakes, increased online engagement from consumers and a target-market focused program in Chicago.
“We are very pleased with the results of this year’s Healthy Living program,” said Diane Smith, MAC executive director. “For several years, the MAC has taken advantage of consumers’ desire to commit to a healthy lifestyle at the start of the New Year. While the program has wrapped up, the idea behind it is that Michigan apples can support a long-term commitment to healthy living – no matter the time of year.”
The 2014 Healthy Living promotion included a sweepstakes in which shoppers entered for the chance to win one of three treadmills. The sweepstakes information was included on “Kwik Lok” bag tags on poly bags of apples. In addition to the 1.5 million Kwik Loks distributed all over the country (where Michigan apples are sold), the sweepstakes and Healthy Living promotion has also been featured on the MAC website and in social media.
“We collected more than 155,000 entries for the sweepstakes, which gives us valuable information about our consumers and provides us with email addresses we can use for future communication,” said Smith.
Specialty Crop Block Grant (SCBG) funds have allowed MAC to focus efforts on important target markets as well. In-store chef demos were a big part of the program, getting the attention of consumers at the point of sale. More than 50 demos took place in Chicago, January through March. MAC was also able to partner with radio stations and other groups to communicate the health benefits of eating apples.
“We are working with the Nielsen Group to collect scan data as part of our grant work,” said Smith. “That data will be useful for us as we move forward with planning for future programs, and it provides confirmation that our programs are providing a good return on investment for the growers we work for.”
Source: Michigan Apple Committee
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