Produce for Kids Encourages Families to "Power Your Lunchbox" in Sixth Annual Campaign
ORLANDO, FL - Produce for Kids (PFK) has brought back its annual Power Your Lunchbox campaign, now in its sixth year. Taking place until September 22, 2019, the campaign asks families to show how they power their lunchboxes using the hashtag #PowerYourLunchbox.
“As parents and guardians, we all want our kids to succeed in school and the foundation of that success is the right nutrition to keep students’ brains powered all day long,” said Trish James, Vice President. “Along with our like-minded brand partners, we are working hard this back-to-school season to make sure families have the resources they need for success while raising funds for families in need.”
According to a press release, the program itself encourages families to eat more nutritious lunches as they look toward the beginning of the school year. This year, nine brands are coming together to provide 180,000 meals to Feeding America’s programs that impact families and children. These brands include: Bee Sweet Citrus, Crispy Green®, GROW Bananas, Litehouse®, NatureFresh™ Farms, Pero Family Farms®, Shuman Farms’ RealSweet®, WHOLLY® GUACAMOLE, and Zespri® Kiwifruit.
In addition, PFK is welcoming a new registered dietitian, Sally Kuzemchak, to serve as the association’s official registered dietitian. She is the author of RealMomNutrition.com, as well as cookbooks The 101 Healthiest Foods for Kids and Cooking Light Dinner Time Survival Guide. Throughout the program, she will be active on the Produce for Kids Instagram, providing content to poweryourlunchbox.com, and sharing tips on the Healthy Family Project podcast.
The website is also sporting a fresh look this year, highlighting kid-friendly recipe inspo and content featuring brand partners and back-to-school tips and tricks. There’s also a sweepstakes where consumers can enter to win an Echo Show. Additional elements to the campaign include national e-newsletters targeting families, content creator/influencer outreach, and social media promotion throughout the duration of the campaign.
Social media will play a huge role in the program, with Instagram being at the forefront. Utilizing popular content creators, Takeover Tuesdays, IGTV, and Live videos, the campaign will seek to reach as many IG-lovers as possible. The press release also noted that the recently launched Food Rx Instagram series featuring Jessica DeLuise, PA-C, CCMS will shift focus to back to school and eating a healthy lunch. Instagram users can enter weekly giveaways using #PowerYourLunchbox for a chance to win lunchbox items like fun sandwich cutters, bento boxes, and more.
Produce for Kids will also be active on Twitter, hosting a #PowerYourLunchbox Twitter party on August 15 at 4 p.m. EST. This party will encourage questions and comment from families, and will be releasing a series of back-to-school podcasts episodes on the new Produce for Kids podcast, Healthy Family Project. The Twitter party and podcasts will focus on everything back-to-school related, including healthy lunchbox ideas and meal prep.
“To date, Power Your Lunchbox has contributed the equivalent of nearly 1.3 million meals to Feeding America,” James concluded. “It’s very hard to do your best on an empty stomach and this program is able to provide inspiration for families and also provide much needed help to families who are facing hunger.”
Retail dietitians are also invited to join in on the Power Your Lunchbox efforts by downloading materials from the Produce for Kids retail dietitian focused online hub for use in stores.
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