Smucker’s Email Drives Family Connections
Family meals shouldn’t be a casualty of work or other distractions, says this email from a leading food and beverage marketer.
Mailer Name: The J.M. Smucker Co.
Date Emailed: April 18, 2016
For over a hundred years, the family-run company has made its name thanks to a variety of products. Besides its eponymous fruit spreads, other brands include Pillsbury, Folger’s, and R.W. Knudsen. In recent years, Smucker’s emails carried a tagline: “The Power of Family Meals.” In addition to meal tips, these efforts advised consumers to “Put family first” and “Disconnect to reconnect.”
Starting in late 2015, this content became “Mealtime Movement.” The purpose of this new online resource is to get people to reconnect around meals. One of the centerpieces of this movement is a social media campaign. Families and friends are encouraged to define their meal moment by sharing who they eat with, via Twitter or Facebook.
Two blocks that follow provide additional ideas for families to connect. For example, have kids complete homework as meals are prepared. In addition to links to a special campaign site, there is some other helpful content. Another button clicks through to a recipe for barbequed chicken and grilled asparagus.
For packaged goods brands, communicating doesn’t have to be only about selling products. It can also build community and drive conversations.