During Florida’s peak April and May corn months, exchange members plan to focus more outside the store and encourage shoppers to think more about corn before they enter the stores.
The exchange is working with the Florida agriculture department in the April and May TV commercials.
The spots plan to focus on the freshness of sweet corn and show consumers how corn is available during the spring, said Jason Stemm, vice president of the New York-based PadillaCRT, which performs marketing and public relations for the exchange.
In other TV promotions, the exchange plans to work with local chefs, chef instructors, cookbook authors and food personalities to get them to appear in local TV morning shows in cities in the Northeast, Southeast and Midwest to promote corn.
“We’re trying to focus on activities that we know can get more attention for sweet corn in the spring,” Stemm said. “There are markets that we can’t get into with paid advertising because of the cost. Atlanta is one that’s very expensive to buy advertising space in but has a lot of great chefs that do a lot of interesting things with corn.”
In addition to making some upgrades to the exchange’s website, www.sunshinesweetcorn.com, the exchange plans to focus on Pinterest and connect with other food influencers in different social media, Stemm said.
The exchange plans to work with food bloggers to publicize the value of corn during its peak spring promotion period, he said.
The Pinterest contest sponsored by the exchange last season proved successful and a second one is planned, he said.
The exchange also plans to work with women’s magazines to encourage them to write articles and feature recipes about corn during the promotional period.
It also plans to continue providing retailers point-of-sale material.