Tyron Spearman tells us about the National Peanut Board efforts to target the millennial generation in their newest advertising campaign.
From: National Peanut Board
National Peanut Board Sets New Marketing Direction for FY 2016
Signaling a new strategy of targeting millennial consumers, the National Peanut Board unanimously approved the fiscal year 16 Program of Work at its quarterly Board meeting in Suffolk, Va., Aug. 10 – 13. In addition, the Board unanimously approved a budget of $10,465,000 for FY-16, which begins Nov. 1, 2015 and ends Oct. 31, 2016. Before implementation, USDA must approve the budget and Program of Work.
The FY-16 Program of Work focuses on consumer and trade engagement with an emphasis on digital and innovative communications that will target the millennial demographic, or consumers who are roughly 20 to 37 years of age, represent a size of about 80 million Americans and have an estimated spending power of $1.6 trillion.
The Program of Work falls in line with a decision announced in July to expand Golin’s responsibilities to include marketing, advertising and public relations, following a competitive review. Golin will assist the Board in implementing content creation, digital and traditional advertising, business development, earned and social media, events and reputation management for FY-16.