Nominees

 

"Healthy School, Healthy Minds" Campaign

Company: Produce for Kids
Program category: Neighborhood Health Improvement Programs

Origins:

Meijer co-hosted the third annual Healthy Schools, Healthy Minds fall campaign with Produce for Kids® in its stores this past September - October to support teaching kids about nutrition through Jump with Jill, a music-based health program for kids. The campaign raised more than $59,000 for Jump with Jill. Over the past twelve years, Meijer has raised more than $1 million to benefit children’s charities local to its market through Produce for Kids campaigns.

Contribution:

Meijer’s in-store retail support included dual tabletop units with tear pads featuring healthy recipes and shopping lists in the produce department; store-wide demos on September 13 with fresh recipe samples, produce coupons, and brochures featuring family-tested, registered dietitian-approved recipes; additional point-of-purchase signs for select products; spots on local news stations featuring Meijer’s registered dietitians creating campaign recipes; and in-store radio recorded by Shari Steinbach, MS RD and Healthy Living manager. The campaign was also promoted in partnership with Produce for Kids through social media channels; top parenting bloggers; produceforkids.com; local, national and trade press outlets; shopper newsletters; and through two in-store character meet-and-greet events with The Very Hungry Caterpillar.

Objectives:

Meijer’s Healthy Families, Helping Kids campaign has three objectives: help families eat healthier, raise funds for nutrition education through Jump with Jill, and increase the sales of eleven participating fresh fruit and vegetable companies. Consumption-based donations were made to Jump with Jill over the campaign timeframe. In-store and digital materials directed shoppers to Meijer’s campaign page on produceforkids.com; family-tested, registered dietitian-approved recipes; a blog with healthy eating content such as how to stretch produce purchases and creative ways to incorporate produce; produce tips on how to select, store and prep produce; and social media channels with recipes, ideas for the family, and healthy eating news.

Impact:

Meijer helped raise more than $59,000 for Jump with Jill in an ongoing partnership to help get kids excited about healthy eating. Media coverage for the campaign resulted in 4.6 million impressions across national, trade and local outlets. The social media reach from bloggers who promoted the campaign was more than 437,000. The Very Hungry Caterpillar, the media partner for Produce for Kids spring campaigns, reached more than 33,000 fans through its social media channels.

Quote:

“In partnering with Produce for Kids, we’re able to help educate our customers about the importance of making healthy food choices. Through the Healthy Families, Helping Kids campaign, we’re extending our reach further to educate students in schools by supporting Jump with Jill and its mission to teach nutrition to kids.” Shari Steinbach, lead dietitian and Healthy Living Manager for Meijer