ConAgra's new 'Green is Good' marketing campaign for its Healthy Choice range shows just where food companies are targeting their resources.
The campaign, which is aimed at health-conscious consumers, includes television advertising, in-store programs, free-standing inserts in local papers, consumer promotions and coupon sampling.
"Green is Good," said Bill Partyka, vice president, Healthy Choice marketing for ConAgra Foods Frozen Foods.
"It's simple. It's effective. The beauty of the phrase is that we are calling out 'Green' and 'Good' - two words that resonate with what consumers already know and believe about Healthy Choice."
Indeed, company research shows that consumers strongly associate green with the identity of Healthy Choice, and that taste is one of the key reasons why consumers purchase the product. The company therefore hopes to reinforce this identification through its campaign.
The marketing initiative also underlines exactly where food makers are channeling their resources. While ready meals continue to enjoy rapid growth rates due to consumer preferences for convenience, growing concern over health means that nutrition now plays a critical role in purchasers' decision making process.
Indeed, American consumers are becoming a lot more label-conscious than they once were. There is growing awareness for example of the danger of trans fats, and as of January 1 of course, trans fat label will be obligatory.
In addition to its new campaign, ConAgra also intends to highlight a variety of new offerings such as microwaveable soup bowls and a variety of new dinners.
The Healthy Choice range now offers a wide variety of more than 200 premium products, including frozen prepared meals and new meals that aim to incorporate contemporary culinary trends.
The line also offers an array of delicious soups and sauces, a variety of meats at the deli counter, conveniently pre-packaged lunch meats, wholesome bread and popcorn, and a host of ice cream flavors and novelties.
"Green Is Good is one of the most comprehensive marketing campaigns we've ever launched for Healthy Choice," said Partyka.
"The campaign was tested in three markets this past spring and generated a significant lift in sales. Our expectation is that the Green Is Good campaign will provide a solid boost for retailers as well as the brand."
Partyka believes that the campaign will drive home to consumers the message that Healthy Choice is great-tasting food that people can feel good about eating.
"Retailers will also experience the goodness and premium quality of the brand as data reveals Healthy Choice consumers spend more per grocery store visit and have higher dollar sales at the register," he said.