As parents juggle shopping lists, meal prep and hectic school schedules, Healthy Family Project is uniting brand partners to simplify the transition. Now in its 11th year, the organization’s Back-to-School campaign leverages high-traffic digital content, registered dietitian engagement, and charitable giving to not only support families but also boost brand visibility and drive in-store purchase intent.
Omnichannel touchpoints driving shoppers to stores
This year’s campaign introduces brand-sponsored blog posts paired with Spotify playlists, helping families manage morning routines, homework sessions and family dinners. Participating partners - Bee Sweet Citrus®, Consalo Family Farms, Shuman Farms RealSweet® Onions, SUNSET®, JAZZ™ apples, Nature Fresh Farms and Yo Quiero! Brands - gain featured placements in recipes, content and targeted social promotions that guide shoppers to specific products and departments.
The strategy taps into the path-to-purchase, meeting families online during their meal-planning moments and inspiring them to add highlighted products to their grocery lists. Registered dietitian-led content - including Instagram Lives, Reels and weekly e-newsletters - delivers practical tips for incorporating fresh foods into everyday meals. A syndicated television segment hosted by a registered dietitian will further spotlight brand partners, influencing both grocery decisions and in-store shopping behaviors.
“Back-to-school is a critical time for families and brands alike,” said Andrea Wiggins, creative content manager at Healthy Family Project. “As a mom of three, I see both the challenges parents face and the role health-conscious brands can play. Our goal is to connect those dots with high-quality content and a strong digital strategy.”
Converting inspiration into action
Each digital touchpoint - whether it’s a recipe video, product callout, or playlist - serves as a bridge between online inspiration and the physical store shelf. By embedding clickable links, usage ideas and cross-platform content, the campaign encourages shoppers to add featured items directly to their carts, both in-store and through e-commerce channels.
Cause marketing that resonates
Beyond its retail impact, the campaign reinforces its mission with a $16,000 donation to the International Fresh Produce Association’s Foundation for Fresh Produce, aimed at increasing produce consumption in schools. Since 2014, the initiative has generated over $224,000 in donations to organizations improving children’s health.
“Our back-to-school campaign not only helps parents but also creates meaningful connections between brands and consumers,” said Trish James, vice president of Healthy Family Project. “The charitable aspect underscores our industry’s commitment to fostering healthier eating habits.”
With over $8 million donated to charities since 2002, Healthy Family Project continues to demonstrate how digital cause marketing can drive both brand engagement and measurable retail outcomes.
