The Specialty Food Association is launching its first-ever ad campaign, to build consumer awareness and engagement with specialty food.
The theme of the campaign is “Celebrate Specialty Food. Craft. Care. Joy.”
The tests come as sales of specialty food have topped $100 billion for the first time and continue to climb, and as industry growth far outpaces that of conventional food.
“Consumers want the very best from the food they buy. They want distinctive products they trust made by people who care,” says Ann Daw, president of the Specialty Food Association. “Now is the moment for specialty food.”
The consumer effort has two key elements: a retail test in New York and New Jersey, and a multi-faceted ad campaign in New York featuring four specialty food makers who share the stories behind their products.
The test coincides with the Association’s 2015 Summer Fancy Food Show in New York. The show is the largest marketplace devoted exclusively to specialty food in North America. It runs June 28 – 30 at Javits Center.
“Our vision is for retailers across the country and with different formats to embrace the category of specialty food and the passion our member companies bring to their work creating distinctive products,” Daw says. “It is our industry that is helping to change the way people eat.”
To learn mean more about “Celebrate Specialty Food” and meet the makers featured in the campaign, go to craftcarejoy.com
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