The students will compete as part of an advertising course in which they divide up into teams who compete against one other like advertising agencies vying for a client’s business.
The competition’s goal is to find ways to encourage more 18- to 34-year-old consumers to think of cranberries as a versatile and healthy berry year-round, instead of primarily during the fall and winter holiday seasons.
“We see this as a win-win,” said Scott J. Soares, executive director of US Cranberries, the committee established as a Federal Marketing Order in 1962 to ensure a stable supply of quality product.
“Students are engaged in a real-market challenge scenario, while the cranberry industry has the opportunity to gain valuable insight into the marketing preferences of younger and future consumers,” he said.
It’s expected that over 800 million pounds of cranberries will be harvested in the United States this year.
The competition is being directed by Lynda Maddox, professor of marketing. The students’ campaigns will be judged in December by members of US Cranberries.
“This is a truly unique project because it isn’t just for a brand, it’s for a whole product category,” Maddox said. “Students are in the coveted 18- to 34 year-old cohort themselves, and so they have unique perspectives about how to reach this group.”
Posted by gwsb on October 1, 2013 | Filed under: GWSB News.