Meijer Healthy-Eating Campaign Gets Digital Focus

Meijer is joining forces with Produce for Kids, a campaign focused on healthy eating, on June 4 to raise funds for bringing the Jump with Jill nutrition education program to schools within the retailer’s footprint. This year, digital elements will enhance the campaign to reach those who have groceries delivered to them and use digital coupons through Birmingham, Ala.-based delivery service Shipt and the Meijer mPerks program.

During the campaign, Meijer shoppers who use Shipt can identify Produce for Kids campaign produce sponsors in a dedicated in-app category. The callout is designed to drive sales of campaign partner products through the Shipt app and provide additional consumer exposure during campaign time. Shipt and Meijer began a home delivery partnership last year, and are currently rolling out the service across the Midwest retailer’s six-state footprint.

“With the growing number of shoppers using grocery delivery services, it’s important that Produce for Kids campaigns evolve along with the shopper,” said Trish James, VP of Orlando, Fla.-based Produce for Kids. “In our efforts to create a healthier generation, we must now capture the shopper both in-store and in the digital space.”

In addition to the new home delivery initiative, the Meijer mPerks digital coupon program will feature produce partners in offers throughout the campaign. Partners have the opportunity to offer an mPerks coupon available in the Meijer mPerks app and online.

In-store displays and signage showcasing what's said to be the world’s only rock ‘n’ roll nutrition show, Jump with Jill, and housing recipe card takeaways will be displayed in Meijer produce departments and will list all partner produce companies. The signage will direct shoppers to www.produceforkids.com/meijer, which features more than 300 registered dietitian-approved and family-tested recipes, meal planning tools, the chance to win a Shipt membership, grocery-store-specific campaign details, and healthy tips from real parents.

Additionally, signage will encourage shoppers to share their own healthy recipes and ideas using the #poweryourfamilymeal hashtag. The Jump with Jill show will perform at four Meijer grand-opening events. A complete listing of events can be found at jumpwithjill/tour.

“At Meijer, our mission is not only to provide our customers with a fresh and healthy experience every time they enter our stores, but also to create strong local communities through school programs like Jump with Jill,” said Meijer Healthy Living Advisor Tina Miller, MS, RD. “We are proud to partner with Produce for Kids on an effort that encourages our shoppers to introduce fresh fruits and vegetables to their families.”

Through its partnership with Produce for Kids, Meijer, as well as the fruit and vegetable companies it partners with, has raised more than $1.2 million to benefit children's charities, and has supported the implementation of 100 Jump with Jill rock ‘n’ roll nutrition shows at schools in Michigan, Ohio, Illinois, Wisconsin, Indiana and Kentucky. A familiar initiative to families in the Midwest, Jump with Jill is armed with catchy songs, upbeat dance moves and a hip wardrobe to engage kids on the subject of health and leave them empowered to eat better.

Suppliers participating in the Meijer and Produce for Kids campaign include Dole, Earthbound Farm, Green Giant Fresh, Grower Direct, HMC Farms & Sunwest Fruit Co., Honeybear Brands, Marzetti, RealSweet Vidalia Onions, Sunset, and Well-Pict Berries.

Grand Rapids, Mich.-based Meijer operates more than 230 supercenters and grocery stores throughout Michigan, Ohio, Indiana, Illinois, Kentucky and Wisconsin.