Interactive taste campaign targets consumer
new marketing campaign from Fleischmann's to raise sales of its
cholesterol-free products.
The results of a recent survey on taste and nutrition is the key driver behind a new marketing campaign from Fleischmann's, a brand of ConAgra Foods.
According to the 2002 survey from HealthFocus International, 62 per cent of consumers say their diet is very important to them, but nearly half say they rarely give up taste for health benefits when choosing foods.
For Fleischmann's new campaign - "Discover Your Taste for Life" - the company teamed up with nutrition and food professionals to develop the 'Taste Profile', an interactive tool that aims to provide customized solutions based on individuals' personal tastes, nutrition needs and activity preferences.
According to the company, the idea behind the action is that consumers can gain new insights into their tastes and behaviors, and incorporate the results into their existing routines.
"As a registered dietitian for more than 20 years, I can tell you 'one size does not fit all' when it comes to nutrition," said Carolyn O'Neil, nutrition consultant, food journalist and author.
The undercurrent of the marketing campaign is that consumers, having carried out the profile, will take their pick from Fleischmann's cholesterol-free product line. "Fleischmann's product line offers something for everyone's taste and nutrition needs," said O'Neil.
Fleischmann's will take its program directly to consumers across the country this fall.
