Food Associations Court Mom Bloggers
Those of us who notice the big players in the mom blogging space know that consumer foods make up a huge part of product reviews and online activity with mom bloggers. Moms must feed their families and if they can shift their purchasing habits in one way or the other based on increased online brand engagement then, of course, it’s better for the brands’ bottom line. Some of the food brands I can think of right now that are doing big things in the mom blogging space are Kraft’s Cool Whip (which I discussed yesterday), Unilever’s Ragu with Mom’s the Word, and various ConAgra brands.
That said, some of the nation’s food associations are also getting in on the action and while they are not selling products, they are selling the food itself as well as the foods’ growers. For example, the National Mango Board mentioned in a press release this week that they are shifting some of their marketing dollars to the online mom market to educate moms on the importance of buying mangoes.
“Moms are another important influencer the board works with to get the next generation passionate about mangoes,” National Mango Board marketing director Megan McKenna said. “Initiatives will not only utilize existing inroads with moms and kids but will enhance efforts to reach parenting media and influential mom bloggers.”
Additionally, mom bloggers spoke recently during the Professional Dairy Producers of Wisconsin (PDPW) Annual Business Conference. Some of the bloggers in attendance were Lisa Druckman, Emily Paster, and Sarah Fisher according to AgriView.com.
The National Pork Board and the Beef It’s What’s For Dinner groups also work with bloggers. I’ve done things with both of them.
That’s wonderful, Robyn. I knew there were some other associations out there and those were pretty visible campaigns! Thanks for sharing!