ONTARIO, CANADA - Consumers want guidance in the kitchen. This is perhaps one of the most advantageous things we’ve learned from the events of 2020. Our industry’s leaders have taken several creative avenues of supporting their shoppers, Pure Flavor® being one of them. The greenhouse grower recently launched its first edition of the Live Deliciously® magazine, a 20-page digital spread that features a wide array of flavors for consumers to consider as we head into the holidays.
“Without any in-person sampling opportunities like trade shows or community events over the last nine months, we encouraged our various brand partners to create even more content that could be shared digitally in key regions where we have strong retail relationships,” said Chris Veillon, Chief Marketing Officer.
The first edition of the digital magazine, called the “Holiday Flavors Guide,” features 18 intriguing dishes from various social media influencers across North America. From DIY charcuterie boards to vegan-inspired dishes to a variety of snacks, appetizers, and tasty main courses, all of the magazine’s recipes feature Pure Flavor’s greenhouse-grown vegetables available year-round.
According to a press release, the company has seen significant spikes in website traffic as well as double-digit growth this year across its social channels.
The brand’s digital content strategy is to create an I-C-E based approach to consumer engagement, which stands for:
- Inform - Raise awareness for the brand of products
- Connect - Explain how product fits the lifestyle; serve up content that creates a connection; feature emotional purchases and types of use
- Educate - Display features and benefits of products; show how to use them in the kitchen and what to pair with
“The new Live Deliciously magazine is just one part of our strategy to create great content that we can share across all our channels to encourage people to eat more fresh fruit and vegetables,” said Veillon.
To view the first edition of the Live Deliciously magazine, please click here.
For more creative ways that the industry is engaging consumers, stick with us here at ANUK.
