The U.S. Highbush Blueberry Council gave blueberries a whole new look and attitude with a fresh image for its consumer, retail and foodservice programs.
Watch out for “Little Blue Dynamos” bouncing into blueberry ads, recipes, marketing materials and more. That’s because the U.S. Highbush Blueberry Council (USHBC), Folsom, Calif., gave blueberries a whole new look and attitude with a fresh image for its consumer, retail and foodservice programs.
The branding initiative is based on consumer research that found that Americans have an emotional affinity to blueberries and often describe them in terms that include energetic, bubbly, upbeat and sociable.
"We know that people like blueberries for a variety of reasons," says Mark Villata, executive director of the USHBC, "but we were surprised to learn that they have a connection to blueberries and think of them as a fun product, enjoying them for reasons beyond their great flavor and health benefits. The new blueberry brand gives marketing a vibrant appearance and voice."
Throughout 2011, new aspects of the Little Blue Dynamo brand will continue to roll out.
The USHBC consists of growers and packers in North and South America who market their blueberries in the United States. The members of the USHBC work together to promote the growth and wellbeing of the entire industry. The blueberry industry is committed to providing blueberries that are grown, harvested, packed and shipped in clean, safe environments.
For more information about the USHBC, go to www.littlebluedynamos.com.
U.S. Highbush Blueberry Council Releases New Brand Initiative
April 13, 2011