As September approaches, Sun-Maid launches a campaign to entice consumers with its healthy back-to-school snacks range. The marketing initiative is focused on showcasing the company's aesthetic overhaul. The rebranding initiative was completed last year and it marked the first such project in over a decade for the company. The look was made to be more bold and modern in order to appeal to consumers from the Millennial and Gen Z demographics.
The campaign for back-to-school snacks connects with youth through the tagline 'Childhood is always in session.' The initiative also includes a partnership with Shelley Johannes, author of the 'Beatrice Zinker—Upside Down Thinker' series. The illustrations found in the book are playfully incorporated into the campaign.
In addition, Sun-Maid recently launched the Sun-Maid Bites which are delicious granola-based bites made with quality ingredients including nuts, oats, and whole fruit. Available in four flavors— S’mores, Birthday Cake, PB&J, and Banana Split—the recipe includes less than 5 grams of added sugar and no artificial flavors or colors.
Image Credit: Sun-Maid
Key Themes Behind This Trend
- Healthy Snack Rebranding
- There is an opportunity for snack companies to rebrand and redesign packaging in order to attract younger consumers and appeal to health-conscious lifestyles.
- Partnerships with Kids' Brands
- Companies can benefit from partnering with well-known children's franchises, such as kid-focused authors, in order to connect with young consumers through playful and creative marketing initiatives.
- Healthy Granola Snacks
- Incorporating quality ingredients like nuts, oats, and whole fruit in snack products, with no artificial additives, provides an opportunity for companies to offer healthier snack options that can appeal to conscious consumers.
Where This Applies
- Food and Beverage
- Food and beverage companies can take advantage of the growing demand for healthier snack options, especially in the back-to-school season, by creating and promoting products that appeal to both kids and parents.
- Publishing
- Authors and publishers can collaborate with food companies to create interactive marketing campaigns and merchandise that expose children to different brands and products in fun and engaging ways.
- Packaging Design
- The demand for healthier snack options, particularly among millennials and Gen Z, presents an opportunity for packaging design companies to work with food and beverage firms to create visually appealing and convenient packaging solutions that meet the needs of these consumers.
