{"id":448,"date":"2014-04-10T14:24:28","date_gmt":"2014-04-10T20:24:28","guid":{"rendered":"https:\/\/www.ulprospector.com\/knowledge\/?p=448"},"modified":"2022-04-18T08:36:41","modified_gmt":"2022-04-18T14:36:41","slug":"buzz-bolthouse-farms-campaign-healthy-food-images","status":"publish","type":"post","link":"https:\/\/ulprospector.ul.com\/448\/buzz-bolthouse-farms-campaign-healthy-food-images\/","title":{"rendered":"The Buzz About Bolthouse Farms’ Campaign for Healthy Food Images"},"content":{"rendered":"
\"Juice
Juice company Bolthouse Farms aims to make fruits & veggies more appealing.<\/figcaption><\/figure>\n

Consider the following scenario: You’re a brand that offers healthy foods packed with fruits and vegetables. You know your products are high in nutritional value and delicious. But the majority of the imagery shared on social media depicts wildly unhealthy foods, like greasy burgers and decadent desserts. How do you vie for a position with your target market in a social\u00a0media-driven food culture that has coined the #FoodPorn tag to share just such imagery?<\/p>\n

Numerous news stories within the last two months have reported that juice<\/a> company Bolthouse Farms has found a way to get in the middle of these social discussions. Their interactive site, Food Porn Index<\/a>, which launched earlier this year, “uses a custom algorithm to track how many times certain food hashtags are used on Twitter and Instagram, updating every 15 minutes,” according to an article<\/a> on NPR blog, The Salt. The index compares the social sharing of junk food imagery with that of fruits<\/a> and veggies<\/a> and gives visitors a creative and engaging experience along the way.<\/p>\n

Another article<\/a>, featured on fastcoexist.com points out that “about 70% of #FoodPorn photos are junk food. That\u2019s actually a slight improvement since the site first launched, which is part of the goal.” So far, Bolthouse Farms’ tactic has not only paid off in increasing shares of healthy food images.\u00a0While the company’s tact is undoubtedly edgy (Bolthouse’s chief marketing & innovation officer even admitted he didn’t think the company’s lawyers would ok the use of the phrase “food porn,” according to a NY Times piece<\/a>) they were invited to be a featured case study during the Partnership for a Healthier America’s Summit<\/a> last month, as stated in a company press release<\/a>.\u00a0Michelle Obama was the Summit’s keynote speaker and is also the honorary chair of the organization.<\/p>\n

Food industry expert Jill Frank agreed that Bolthouse Farms’ tact in creating the Food Porn Index is a smart one. \u00a0“I find it totally refreshing to see a company promoting fruits and vegetables in a unique, non\u2013pushy, encouraging way toward teens and adults,” She said. “It is just a unique marketing twist.”<\/p>\n

What do you think? Leave your comments below…<\/p>\n

Read more about Bolthouse Farm’s Food Porn Index via these sources:<\/p>\n

Fast Company<\/a>
\nThe New York Times<\/a>
\nNPR<\/a>
\nBusiness 2 Community<\/a>
\nPR Newswire<\/a>
\nMarketing Land<\/a>
\nFood Manufacturing<\/a>
\nThe Core<\/a>
\nFood Product Design
\n<\/a>Food & Beverage Magazine<\/a><\/p>\n

Register for access to ULProspector.com<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Consider the following scenario: You’re a brand that offers healthy foods packed with fruits and vegetables. You know your products are high in nutritional value and delicious. 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