Manufacturer Toolkit

Trends in Family Meals

• 68% of consumers surveyed said that dinner is the mealtime most of the people in the household eat together. 70% of the survey population said they usually or always eat the same things when they eat together. The Hartman Group. Modern Eating: Cultural Roots, Daily Behaviors 2013.
• 81% percent of U.S. households cite home as the most popular location for eating dinner, and nearly half (50%) of consumers report eating dinner with everyone in their household every night of the week. Overall satisfaction was higher among those who made dinner at home compared to those who would eat out or have take-out food at home. The NPD Group. Dinnertime MealScape Study 2009.
• People are hungry for help in the kitchen. Shopper studies show that 81% of parents buy items with minimal prep time. Parents recognize and opt for convenience when time is limited. For many, convenience is as important as nutrition. The Food Marketing Institute. FMI Shopping for Health 2013. The Food Marketing Institute. FMI U.S. Grocery Shopper Trends 2014.
• In contrast to the relatively structured and uniform eating culture that the modern grocery store was first established to serve, today’s eating is more dynamic, democratized, and influenced by multiple family members having a voice in what is eaten and prepared (31% of Millennials report sharing at least half of the responsibility for dinner preparation). The Food Marketing Institute. FMI U.S. Grocery Shopper Trends 2014.
• 63% of Americans decide what to eat less than an hour before eating. The Hartman Group. Eating Occasions Compass 2013.
• More men are cooking: The number of male primary grocery shoppers is 43%. Male shoppers are keeping pace with their female counterparts in number of visits to stores and in visits across channels. Sharing shopping roles means that more shoppers are making more trips to more stores. The Food Marketing Institute. FMI Shopping for Health 2013. The Food Marketing Institute. FMI U.S. Grocery Shopper Trends 2014.
• Cooking is no longer a gender-based tradition. The percentage of men who spent time cooking on any given day has jumped to 42%, as compared to 29% in 1965. Smith, L. (2013). Trends in US home food preparation and consumption: analysis of national nutrition surveys and time use studies from 1965-1966 to 2007-2008. Nutrition Journal, 12 (45). 

Quick Stats

• 81% of parents buy items with minimal prep time. The Food Marketing Institute. FMI Shopping for Health 2013. The Food Marketing Institute. FMI U.S. Grocery Shopper Trends 2014.
• 63% of Americans decide what to eat less than an hour before eating. The Hartman Group. Eating Occasions Compass 2013.
• Today 42% of men are cooking as compared to 29% in 1965. Smith, L. (2013). Trends in US home food preparation and consumption: analysis of national nutrition surveys and time use studies from 1965-1966 to 2007-2008. Nutrition Journal, 12 (45).
• 57% of people decide what’s for dinner an hour before mealtime. 26% decided earlier that same day. The NPD Group. National Eating Trends® 2012.
• According to a 2013 Harris poll, only 30 % of American families share dinner every night. Wolfson, J. and Bleich, S. (2014). Is cooking at home associated with better diet quality or weight-loss intention? Public Health Nutrition, Published online 17 November 2014.

Create Awareness by Including National Family Meals Month Messaging In Your Brand Communications

Incorporate National Family Meals Month™ graphics and content into your planned print, social media, and broadcast messaging and in-store promotional campaigns in September to call consumers’ attention to the family meals movement.

Here are some ideas to get started:

Social Media

Spread the family meals message in September with #familymealsmonth

• In September, and throughout the year, share research and quick statistics with your customers about the many ways children can benefit from eating meals together at home. Hashtag #familymealsmonth to let your customers know you’re in support of families and National Family Meals Month™.
• Encourage customers to celebrate National Family Meals Month™ in September by incorporating one more family meal at home per week into their new school year routines. Spark conversation, ask customers to share how they’re making more family meals happen at home, more often.
• Use the Raise Your Mitt To Commit™ logo provided in the toolkit as a call to action for customers. Encourage customers to engage on social media during National Family Meals Month™ by posting oven mitt selfies and taking the pledge to share one more family meal per week.
• Conduct contests designed to promote user-generated content and reward participants with prizes.  Weekly contest idea: Each week during National Family Meals Month™ ask your customers to share photos of their favorite home-cooked family meal—breakfast, lunch or dinner—and share product coupons with those who participate.  Contest can also call for recipes, videos, a favorite family meal memory, or a fun fact about the impact that having regular family meals has had in their lives.  Prizes may include: a cash reward, groceries for a week, branded oven mitt, or shout out on their submission by a celebrity.  
• Share family meals themed promotions that highlight the meal solutions you offer every day to help busy customers honor their pledges to share one more family meal at home per week.
• Share National Family Meals Month™ recipes from your Web site designed to help families share one more meal at home per week.
• Partner with other National Family Meals Month™ participants to host a Twitter chat or series of chats designed to raise the awareness of the importance of family meals, share recipes/resources, and generate dialogue with the public. 
• Amplify social media content across multiple platforms including, but not limited to, Facebook, Twitter, Pinterest, Instagram, Yummily, and Periscope.  Add Yummly plug-ins to National Family Meals Month content.
• Encourage followers and fans to share facts, contests, recipes, and other content with their network, and across social media platforms, to showcase the importance and impact of family meals. 
• Establish blogger relationships or leverage bloggers in your existing network to write about National Family Meals Month and link back to recipes, programs, contests, etc. 

Employee-specific ideas

• Snap a group photo of your employees raising their oven mitts in commitment to helping families share one more family meal at home per week. Share their commitment with your customers using hashtag #familymealsmonth.
• Encourage your employees to Raise Your Mitt to Commit™ to share one more meal at home per week with their families by taking the social media, oven mitt selfie pledge.
• Gather employee testimonials about what one more family meal per week means to them. Share these testimonials with customers on social media.

For Public Figures

• Ask celebrities, online influencers, and government officials to join in the National Family Meals Month™ celebration using the hashtag #familymealsmonth. Encourage them to take the social media, oven mitt selfie pledge to demonstrate their commitment to family and community. Remind them that family meals make families stronger, and strong families make healthy communities. Invite them to share a message about the importance of family meals in his or her own family.
• Engage RDs and other health professional groups to participate in National Family Meals Month by promoting it to their social networks and/or sharing their favorite family recipes or stories using #familymealsmonth.

In-Store

Work with brokers and retailers to develop in-store promotions:

• Offer plug-and-play opportunities for your retail partners that do not have established family meal programs.
• Partner with a retailer to implement “Family Meal of the Week” promotions featuring your products.
• Have fun with the National Family Meals Month™ Raise Your Mitt to Commit™ pledge. In collaboration with a retail partner, reward customers, whose spending exceeds a predetermined dollar amount during the month of September, with a free oven mitt branded with both company logos and the National Family Meals Month ™ logo. Each year, create a new mitt for loyal customers to collect.

Paid Advertising

• Go small or go big: simply place the National Family Meals Month™ icon, as appropriate, in your print media, broadcast ads, and coupon pages, or devote a Sunday insert to National Family Meals Month™. You’ll help bring attention to the benefits of family mealtime while positioning your company as a committed supporter of families and community.
• Bring the Raise Your Mitt to Commit™ pledge to print advertising and give a “mittful of savings” to customers during National Family Meals Month™. Feature the oven mitt selfies your customers upload to social media in your advertising to encourage even more customer engagement.

Other

• Repurpose existing content (e.g., video, research, photography, celebrity endorsements, etc.) to promote family meals.
• Promote National Family Meals Month™ content in newsletters, published articles, and news releases.
• Show your commitment to National Family Meals Month™ at FMI Connect

Best Practices

• Tag FMI in social media content for easy recognition and incorporation into National Family Meals Month metrics. 
• Whether simply posting or hosting an online chat, use audience feedback prompts.  Examples include: “Share a memory of your favorite family meal” or “Where is the most foreign or most unusual place your family has shared a meal?”
• Share success stories from previous National Family Meals Months.
• Feature visually engaging content including photos and videos.
• Feature user-generated content. 
• Feature real people and families (e.g., followers, fans, company employees).
• Incorporate an interactive component into your programming, such as contests. 
• Integrate campaign tie-ins across social media and advertising platforms.  

Sample Broadcast and In-Store Messaging Scripts

10 Second Tag

SEPTEMBER IS NATIONAL FAMILY MEALS MONTH. RAISE YOUR OVEN MITT TO COMMIT TO ONE MORE FAMILY MEAL AT HOME PER WEEK – BECAUSE FAMILY MEALS MAKE FAMILIES STRONGER.

15 Second In-Store Announcement

SEPTEMBER IS NATIONAL FAMILY MEALS MONTH. (COMPANY NAME) HAS SOLUTIONS TO HELP YOU GET A WHOLESOME FAMILY MEAL ON THE TABLE FASTER. RAISE YOUR OVEN MITT TO COMMIT TO ONE MORE FAMILY MEAL AT HOME PER WEEK - BECAUSE FAMILY MEALS MAKE FAMILIES STRONGER.

30 Second Radio/ PSA

IT’S SEPTEMBER - A NEW SCHOOL YEAR WITH NEW ROUTINES. SEPTEMBER IS ALSO NATIONAL FAMILY MEALS MONTH AND (COMPANY NAME) BELIEVES IN THE BENEFITS OF GATHERING FAMILIES AROUND THE TABLE. WE’RE HERE TO MAKE IT EASIER FOR YOU TO SHARE ONE MORE MEAL AT HOME PER WEEK. WHETHER YOU NEED A READY-TO-GO MEAL OR PRE-PREPPED INGREDIENTS TO GET A MEAL ON THE TABLE FASTER – (COMPANY NAME) HAS A SOLUTION FOR MANIC MEALTIME. DURING NATIONAL FAMILY MEALS MONTH WE INVITE YOU TO RAISE YOUR OVEN MITT TO COMMIT TO ONE MORE FAMILY MEAL AT HOME PER WEEK – BECAUSE FAMILY MEALS MAKE FAMILIES STRONGER.

Press Release

YOUR LOGO HERE

For Immediate Release

Media Contact: PR contact’s name

(xxx) xxx-xxxx, youremail@company.com

[YOUR COMPANY NAME] Commits to Helping Families Eat at Home Together More Often During National Family Meals Month™

The proven health and societal benefits of family meals inspire a month-long event aimed at helping families get back to the table

YOUR CITY, STATE – September, day, 2017 – With an aim to inspire families to eat at home together more often, [name of company] is celebrating National Family Meals Month™ in September, encouraging families to share one more meal together each per week at home, and highlighting simple, healthy meal solutions to help them make it happen.

Numerous studies underscore the long-term health, academic and societal benefits of consistently eating together as a family, yet, according to a 2013 Harris poll, only 30 percent of American families share dinner every night. In addition, recent research proves that people who frequently cook at home eat fewer, healthier calories.'

“September is the perfect month to spotlight the long-term benefits of family meals, and start a conversation that encourages and inspires people to return to the kitchen,” said [company spokesperson, title]. “Juggling the demands of modern life—school, sports, jobs and long commutes— can sabotage the best laid plans for home-cooked meals. We want to help our customers make wholesome meals together, at home, a modern family tradition.”

“Interest in creating more opportunities for families to eat meals together is at a critical point in our society,” said Leslie Sarasin, president and CEO of the Food Marketing Institute, creator of National Family Meals Month™. “The will to return to the table exists, but families need a friendly, familiar voice to encourage, guide and help them. The grocers and manufacturers that supply customers with the foods and resources to prepare meals at home are leaders in helping families eat together regularly. This has a positive impact on our society at a variety of levels.”

Recognizing mealtime struggles are real and shared by families of all shapes and sizes, [name of manufacturer] [and partners, if applicable] are offering more solutions than ever before, giving consumers the tools they need to make one more family meal at home per week . Families can utilize the following resources: [Supplement with your company’s offerings (e.g. Products, shortcuts, programs, etc.)]

 Raise Your Mitt to Commit™ to One More Meal at Home per Week

[Company name] is encouraging the community to join the National Family Meals Month movement by pledging to one more meal at home per week. Make it official, and shareable, by posting a selfie wearing your favorite oven mitt with the hashtag #familymealsmonth. Follow [Company name] on Facebook and Twitter to join the conversation this September.

About National Family Meals Month™

As the voice of food retail, the Food Marketing Institute Foundation created National Family Meals Month™ as a nationwide, annual event to highlight the mealtime solutions offered by grocers and to encourage families to share one more meal at home per week.

About [your company]

Insert your standard boilerplate here.

# # #

'Source Note: Cornell University College of Human Ecology Department of Policy Analysis and Management: Do Family Meals Really Make a Difference?, Eliza Cook, Rachel Dunifon. 2012; Accessed [date], http://www.human.cornell.edu/pam/outreach/upload/Family-Mealtimes-2.pdf

Newsletter/Blog Content

With an aim to inspire families to eat at home together more often, we are proud to celebrate National Family Meals Month™ in September!  During September, we encourage families to share one more meal together per week and we will highlight simple, healthy meal solutions to help make that happen.

Did you know that numerous studies underscore the long-term health, academic and societal benefits of consistently eating together as a family?  Home-cooked meals nourish the spirit, brain and health of all family members.  Not to mention, people who frequently cook at home eat fewer, healthier calories.' Additionally, regular family meals are linked to the kinds of outcomes that we all want for our children: higher grades and self-esteem, healthier eating habits and less risky behavior.

However, according to a 2013 Harris poll, only 30 percent of American families share dinner every night. Why is this?  Yes, juggling jobs, kids and the demands of a busy, modern life often come at the expense of family mealtime at home. But, this doesn’t need to be the case. Let us be your ally—the solution to your mealtime dilemma. We are committed to helping your family eat well together to be well together and have these resources to bring to the table: [INSERT RESOURCES/PROGRAMS THAT YOUR COMPANY PROVIDES].

So, as the new school year starts, we challenge you to renew your commitment to creating and serving meals at home that nourish your kids and help them flourish for life. Pledge to Raise Your Mitt to Commit™ to sharing one more family meal at home per week. Follow us on Facebook and Twitter for family meals focused content, including shopping tips and recipes. [insert company social media handles].  Share your own family meal experiences, misadventures and solutions within your social channels.  And, remember, use the hashtag #familymealsmonth to be part of the conversation!  

Use National Family Meals Month™ Graphics

Note that National Family Meals Month™ logos are adaptable for use across every category and in every department. Consider using them to promote meal-related products. 

National Family Meals MonthTM Logos

Help Bring Awareness through Social Media 

We can take National Family Meals Month ™ to the next level by spreading the message with the hashtag #familymealsmonth. Use your social media channels and online presence to create awareness and encourage your customers to raise their oven mitts in commitment to sharing one more meal at home per week.

“Raise Your Mitt to Commit™ to one more meal at home per week” is a simple, fun way to socialize National Family Meals Month™ with consumers. Invite them to post oven mitt selfies with #familymealsmonth.

Use #familymealsmonth to help your company get the attention and recognition it deserves. FMI will track engagement nationwide and curate the content.

The following sample posts and tweets can be used as is or further tailored to your brand voice.

Sample Facebook Posts

• September is National Family Meals Month™. Let’s celebrate by sharing one more family meal per week! Kids who eat with their families regularly are better nourished, have lower rates of obesity and do better in school. Easy A for family meals! #familymealsmonth
• Busy schedules make family meal times challenging. September is National Family Meals Month™ so Raise Your Mitt to Commit™ to one more family meal per week - breakfast, lunch, dinner or snack time. We want to see you Raise Your Mitt to Commit™ to one more family meal per week. Show us your mitts! [link to resources or recipes on your website, or raise your mitt example] #familymealsmonth
• It’s National Family Meals Month™. Raise Your Mitt to Commit™ to one more shared meal occasion. Make breakfast, lunch, dinner, snacks, appetizers or late night munchies to enjoy with your family. We have what you need. #familymealsmonth
• What’s your favorite family meal memory from childhood? Celebrate National Family Meals Month™ and create memories with your family. Make your kids’ favorite meal. Make breakfast for dinner. Pack a sack lunch dinner. Have a picnic in your family room. #familymealsmonth
• Make meals and memories during National Family Meals Month™. Raise Your Mitt to Commit™ to one more shared family meal this week. We’ve got solutions to help you. We want to see you Raise Your Mitt to Commit™ to one more family meal per week. Show us your mitts! (link to easy family meal recipes) #familymealsmonth
• September is National Family Meals Month™. This month we focus on all the benefits of gathering the family around the table for a meal. We’re all busy and getting a meal on the table can be stressful. What’s your go-to family meal? Any tips? #familymealsmonth
• Chances are your favorite childhood memories include meals and laughter around your family table. September is National Family Meals Month™. Raise Your Mitt to Commit™ to making one more family meal this week. #familymealsmonth
• It’s National Family Meals Month™. Do you need more help planning meals? Do you need easier recipes to get dinner on the table quicker? We can help. (link to planning and recipe resources on your website) #familymealsmonth
• We believe in family meals. Research shows that home-cooked meals nourish the spirit, brain and health of all family members. And regular family meals are linked to higher grades and self-esteem for our children. What’s your favorite meal to make for your family? #familymealsmonth
• Study: Kids who share meals with their family three or more times per week are less likely to be overweight, more likely to eat healthy foods and less likely to have eating disorders. Commit to making one more family meal this week. #familymealsmonth
• Study: With every additional family meal shared each week, adolescents are less likely to show symptoms of depression, less likely to use drugs and less likely to engage in risky behavior. We’re here to help you get your family to the table. (link to recipes or meal planning ideas) #familymealsmonth   
• A recent study shows that children who grow up sharing meals as a family are more likely to exhibit positive behavior as adults, such as sharing, fairness and respect. What are your favorite family-time rituals around the table? #familymealsmonth
• Family meals have decreased one-third in the past 20 years, but the desire is still present: 90 percent of families wish they could have more meals together. We’ve got solutions to make it easier for you to gather around the table. (link to recipes and meal planning) #familymealsmonth
• Research shows 81% of parents buy food with minimal prep time. We hear you. We’ve got quick and easy-to prepare ideas for you. (link to products or recipes) Celebrate National Family Meals Month™. #familymealsmonth
• Cooking trend: Parents want less prep time and less-clean-up because time is short. It’s all about convenience. We’ve got quick and easy solutions for you (link to products, ideas, recipes) #familymealsmonth
• September is National Family Meals Month™! We want to see photos of your family sharing a meal together. #familymealsmonth
• September is National Family Meals Month™! We want to see you raise your mitt to commit to one more family meal per week. Show us your mitts! #familymealsmonth

Sample Tweets

• It’s National Family Meals Month™. Have one more shared meal this week. Breakfast, dinner or snack time brings your family together. #familymealsmonth
• Kids love to cook. It’s National Family Meals Month™. Gather the ingredients to make a meal at home with your family. #familymealsmonth
• It’s National Family Meals Month™. Raise Your Mitt to Commit™ to one more shared meal at home with your family this week. #familymealsmonth
• Gather around the table for National Family Meals Month™. A shared meal at home with your kids creates memories. #familymealsmonth
• What’s your favorite childhood family meal memory? Celebrate Family Meals Month™ with your family & create new memories. #familymealsmonth
• Raise Your Mitt to Commit™ to one more family meal at home this week during National Family Meals Month™. #familymealsmonth
• It’s National Family Meals Month™! Share breakfast as a family this weekend. We’ve got all the ingredients. #familymealsmonth
• We’ve got all the ingredients to help you make an easy family meal. Celebrate National Family Meals Month™ this week at home. #familymealsmonth
• Shared family meals are the best. Raise Your Mitt to Commit™ to one more home cooked meal this week. #familymealsmonth
• What was the funniest thing that happened at school today? Ask this and other fun questions at the family table tonight. #familymealsmonth
• Let the kids take over the kitchen tonight and make an easy family meal to celebrate National Family Meals Month™. #familymealsmonth
• Family meals matter. Raise Your Mitt to Commit™ to one more shared family meal at home this week. #familymealsmonth
• Sept is National Family Meals Month™. Snack time is a great and easy occasion to gather your family at home. #familymealsmonth
• What was your favorite meal growing up? Make it for your family and celebrate National Family Meals Month™. #familymealsmonth
• Shared family meals at home = LOVE. Celebrate National Family Meals Month™ with these easy recipes (link). #familymealsmonth   
• Family Meals Month tip: Buy extra and save time by cooking one meal & using leftovers to create a second meal #familymealsmonth
• Family Meals Month tip: Save time & prepare several dishes on Sun. Keep them in the fridge or freezer for the week ahead #familymealsmonth
• Celebrate National Family Meals Month™. Let the kids choose their favorite meal and have them shop and cook with you. #familymealsmonth
• September is Family Meals Month. Celebrate football season with a family tailgate party. Invite neighbors and share dishes #familymealsmonth
• Shared meals can be breakfast, lunch, dinner, appetizers, after school, in the car, or snacks. Make memories at any meal. #familymealsmonth
• We’re here to help you with your family meal solutions. Need to make quicker meals? More nutritious meals? (link to solutions) #familymealsmonth
• Back to school = Back to routine. Commit to getting your family back to the table for meal. #familymealsmonth
• Research shows that home-cooked meals nourish the spirit, brain and health of all family members. We’re here to help. #familymealsmonth
• Family meals are linked to higher-grades and self-esteem, healthier eating habits and less risky behavior for our children. #familymealsmonth
• Kids who have family meals 3x per week are less likely to be overweight and more likely to eat healthy foods. #familymealsmonth
• Each add’l family meal shared per week, kids are less likely to show symptoms of depression and less likely to use drugs. #familymealsmonth
• Study: Children who grow up sharing meals as a family are more likely to exhibit sharing, fairness and respect. #familymealsmonth
• 90% of families wish they could have more meals together. We’re here to help. Commit to one more family meal this week. #familymealsmonth
• Cooking trend: Parents want less prep time and less-clean-up because time is short. We’ve got recipe solutions. (link) #familymealsmonth
• Family meals decreased one-third in the past 20 yrs. Here are tools & recipes to help get your family back to the table #familymealsmonth

Raise Your Mitt Selfies

Join With Other Food Manufacturers for the Greater Good

Getting families to commit to sharing one more meal at home per week benefits everyone. And success hinges on participation by members like you. Prepared meals and pre-prepped ingredients are driving profits and customer loyalty. Participation in the broader movement positions your brand as an extension of the family unit and as a problem solver.  It also highlights your investment in meal-focused programs, and health and wellness.

Consider collaborating with other manufacturers to create a co-op FSI promoting the benefits of family meals during National Family Meals Month™.  Individually and collectively, you have the influence and reach to make National Family Meals Month™ a national event and bring families back to the table. 

Communicate the Value of Ongoing Participation in National Family Meals Month within Your Company

The following contains questions and answers that can be used to answer inquiries within your company and beyond. Click a question to expand and reveal the answer.