Power Your Lunchbox by Produce for Kids, a back-to-school healthy eating campaign created in 2014 encouraging families to eat more nutritious lunches, closed out the sixth annual promotion on Sept. 22.
This year’s program had a new mission, calling on families to showcase how they power their lunchbox by posting their photos using the hashtag #PowerYourLunchbox on social media. The hashtag alone garnered more 42 million impressions during the course of the campaign.
Overall, the campaign saw nearly 200 million impressions across social media, public relations efforts, digital support and influencer outreach. As a result of the promotion, health-conscious brand partners provided 180,000 meals to support four food banks in the Feeding America network that impact families and children in states with the highest food-insecurity rates in the U.S.
“The buzz around back-to-school is something that can’t be ignored. It is the perfect atmosphere for Produce for Kids to tout our registered dietitian-approved lunchbox inspiration and content to our audience and beyond,” Produce for Kids Vice President Trish James said. “We are extremely excited to see such high engagement and reach this year as we repositioned the campaign with a refreshed look and call-to-action. We are able to incorporate our health-conscious brand partners into a joint message that truly resonates with families in need of resources.”
Nine brands joined forces for Power Your Lunchbox and were included in branded recipes, social media, e-mail marketing and influencer outreach. Health-conscious brands supporting Power Your Lunchbox are:
- Bee Sweet Citrus
- Crispy Green
- GROW by Organics Unlimited
- NatureFresh Farms
- Pero Family Farms
- Shuman Farms’ RealSweet
- WHOLLY GUACAMOLE
- Zespri Kiwifruit.
This year, Produce for Kids’ new Official registered dietitian, Sally Kuzemchak, author of RealMomNutrition.com, provided regular content through Instagram takeovers, blog content, social media posts, Healthy Family Project podcast episodes and promotion to Kuzemchak’s social media followers.
Poweryourlunchbox.com’s new look and feel this year spotlighted kid-friendly and registered dietitian-approved lunchbox inspired with a Pinterest look and feel. The site’s new layout was well received with more than 50,000 visits to the site during the campaign. The annual #PowerYourLunchbox Twitter party, which allowed an entire hour to interact and talk back-to-school food tips and tricks, included all brand partners and resulted in 7 million impressions.
“Our Feeding America donation from Power Your Lunchbox this year will support four food banks in the Feeding America network in states with the highest food-insecurity rates in the U.S.,” James said. “We talk about nutrition, but also recognize there are families facing hunger that need to be helped back on track and we aspire to continue to make an impact for these families.”
Power Your Lunchbox started in 2014 to help families during the back-to-school season. In 2016, the program was awarded a Marketing Excellence Award from Produce Business. In June, Produce for Kids was the first-place recipient of the Best International Initiative for Marketing Fresh Produce to Children in 2019 for the Power Your Lunchbox program at this year’s The London Produce Show and Conference.