Custom campaign created by Jump with Jill to encourage family meals earns Meijer industry recognition
January 29, 2017 – SCOTTSDALE, ARIZ. – The Food Marketing Institute (FMI) Foundation Gold Plate Award is proud to recognize members of the food retail industry who are encouraging shoppers to share more family meals together around the table. In September 2016, 56 food retailers, 15 suppliers, and 37 allied organizations helped the FMI Foundation amplify National Family Meals Month™ to consumers by implementing innovative in-store and media campaigns. The 2016 Gold Plate Award recognizes the best of National Family Meals Month programs.
“2016 was the second year for National Family Meals Month, and the FMI Foundation acknowledges the extraordinary efforts by the retail food industry to help consumers make family mealtime easier,” said Sue Borra, RD, chief health and wellness officer for FMI and executive director of the FMI Foundation. “According to a Nielsen analysis of National Family Meals Month, 85% of shoppers who saw the campaign, reported healthier behaviors as a result, so these programs can make a difference in the well-being of the customers we serve.”
The 2016 Gold Plate Award winner roster included Meijer as an honorable mention for “Be a #FamilyFoodRockstar,” a custom campaign created by the world’s only rock & roll nutrition show, Jump with Jill. The #FamilyFoodRockstar Photo Contest was a social media-driven campaign to celebrate the rockstar in your family’s kitchen. As an extension of the in-school rock & roll nutrition show Jump with Jill Live Tour presented by Meijer, the photo contest sought to recognize family members who prepared nutritious and delicious meals for their family. During Family Meals Month in September, residents within the Meijer footprint posted pictures of their family shopping, preparing, or cooking a meal with the hashtag #FamilyFoodRockstar for a chance to win a $100 Meijer gift card. National Family Meals Month was also promoted utilizing the hashtag #FamilyMealsMonth.
Over the course of Family Meals Month, over 10,000 students across three states received the customized recipe card promoting the Be a #FamilyFoodRockstar campaign. Coverage for the contest in trade and consumer press generated 252,702 impressions; social media racked up 120,576 impressions and 2,050 engagements. It was difficult to choose only five winners from the 224 entries! In addition, each of the 228 Meijer locations had 2 Produce for Kids kiosks promoting the Family Food Rockstar contest along with family friendly recipe tear pads. It is estimated that 273,600 recipes were distributed during Family Meals month and each recipe card also promoted the contest and concept.
About the Food Marketing Institute Foundation
Established in 1996, the Food Marketing Institute Foundation seeks to ensure continued quality and efficiency in the food retailing system and is operated for charitable, educational, and scientific purposes. To help support the role of food retailing, the FMI Foundation focuses on research and education in the areas of food safety, nutrition, and health. For more information, visit www.fmi.org and for information regarding the FMI foundation, visit www.fmifoundation.org.
About Jump with Jill
The world’s only rock & roll nutrition show Jump with Jill uses music and dance to celebrate healthy habits by transforming nutrition education into a live concert. Created by a Registered Dietitian and professional musician, the show uses singable anthems guaranteed to get students moving and learning about healthy habits. Now in its tenth year, the Jump with Jill show has been performed nearly 3,000 times for a million kids across the world. Find this press release and high resolution images at www.jumpwithjill.com/meijer-press/.
Meijer is a Grand Rapids, Mich.-based retailer that operates 230 supercenters and grocery stores throughout Michigan, Ohio, Indiana, Illinois, Kentucky and Wisconsin. A privately-owned and family-operated company since 1934, Meijer pioneered the “one-stop shopping” concept and has evolved through the years to include expanded fresh produce and meat departments, as well as pharmacies, comprehensive apparel departments, pet departments, garden centers, toys and electronics. For additional information on Meijer, please visit www.meijer.com. Follow Meijer on Twitter @twitter.com/Meijer and @twitter.com/meijerPR or become a fan at www.facebook.com/meijer.
hailey@jumpwithjill dot com
(800) 531-0760 x 1