Walmart Canada is hoping to build some back-to-school buzz with a PR campaign around something many parents struggle with: packing school lunches.
The retailer has launched its 2015 Snack Report aimed at giving parents “snack inspiration,” with a focus on fresh fruits and vegetables. According to a survey, 80% of Canadian parents lack fruit and vegetable snack ideas for their kids. In addition, 65% of parents struggle to find ways to get their kids to eat fruits and veggies in between meals.
“Our goal was to position Walmart as the one-stop shop and go-to retailer for everything on mom’s list, with a particular focus on fresh food,” said Paul Del Duca, senior vice-president, fresh foods at Walmart Canada. “The Snack Report is also one of many unique ways we are engaging with our customers.”
The Snack Report can be viewed online and contains tips and easy recipes for school snacks.
Walmart did a survey of kids 6-11 around their favourite snacks and is using the findings to create awareness for the Snack Report. The retailer is doing a national media tour to promote the report and provide tips for back-to-school snacking.
Walmart is publishing a two-page spread on snack ideas in the September issue of its custom magazine Walmart Live Better. It is also working on digital syndication of the report and featuring some of the content in its social channels.
Apex Public Relations is handling PR and Leger Marketing conducted the survey.