A Fresh Opportunity to Drive Blueberry Sales This Spring

As we head into peak produce season, IGA is proud to partner with the U.S. Highbush Blueberry Council to launch the “Blueberries Go Big” campaign in stores, which is a coordinated effort designed to help independent retailers capture more sales, increase basket size, and deliver value to shoppers when it matters most.

Timed around key seasonal moments like Mother’s Day and Memorial Day, this campaign is built to drive volume and excitement around blueberries from Mexico, Georgia, and Florida right when supply, quality, and shopper demand align.

Why Blueberries, Why Now?

Blueberries are more than just a seasonal fruit; they’re a high-impact category driver.

Snackable & convenient: Today’s shoppers are looking for grab-and-go, healthy options. Blueberries fit perfectly as an “anytime, anywhere snack.”
Health halo: Widely recognized for their health benefits, blueberries naturally attract wellness-focused shoppers.
Versatility: From breakfast and baking to salads and snacking, blueberries touch multiple meal occasions, making them a powerful cross-merchandising item.

According to the U.S. Highbush Blueberry Council, blueberries consistently resonate with shoppers seeking fresh, nutritious, and value-driven produce, making them a smart promotional focus for spring and summer.

Campaign Overview: “Blueberries Go Big”

This integrated campaign brings together digital, in-store, and off-site media to maximize reach and conversion.

1. National Digital Ad

Co-branded retail media display ads driving shoppers to your store’s digital ad
Running June 3-30, 2026

2. Retailer Digital Ad Campaign & In-store Support

Use these digital and in-store assets to encourage shopper interest and purchase decisions:

Website and desktop ads
Mobile placements
Email marketing
In-store digital screens and kiosks
Shelf tags shipped to stores for flexible placement
High-visibility signage to convert shopper intent at the shelf

How Retailers Can Maximize Blueberry Sales

This campaign drives awareness, but in-store execution is what turns attention into sales. Here’s how to make the most of it:

1. Lean Into Snacking

Position blueberries as a grab-and-go snack:

Place near front-of-store or checkout coolers
Cross-merchandise with yogurt, granola, and deli snack packs
Use signage that reinforces convenience (“Perfect for lunchboxes” or “Snack smart”)

2. Promote Value Clearly

Shoppers respond to simple, visible value:

Use shelf tags prominently (provided here)
Highlight price-per-unit or bundle deals (e.g., 2 for $X)
Tie into weekly ads and digital coupons for consistency

3. Build Eye-Catching Displays

Create secondary displays that stop shoppers in their tracks:

Endcaps or island displays in produce
Pair with complementary items (strawberries, shortcake, whipped cream)
Use bold “Go Big” messaging to reinforce the campaign theme

4. Cross-Merchandise for Basket Growth

Blueberries shine when paired with other categories:

Bakery: muffins, pies, pancake mixes
Dairy: yogurt, whipped topping
Center store: cereals, oatmeal

These tactics boost blueberry sales and lead to increased total basket size.

5. Use In-store Media to Inspire

If your store has kiosks or screens:

Feature blueberry recipes and usage ideas
Promote digital coupons or meal solutions
Encourage shoppers to engage and plan meals on the spot

The Bigger Opportunity

Independent grocers have a unique advantage: community connection and flexibility. Campaigns like “Blueberries Go Big” provide the marketing horsepower while your store brings it to life. By combining strong seasonal supply, compelling health and snacking story, and coordinated digital and in-store support, you have a clear opportunity to drive incremental sales, increase shopper satisfaction, and reinforce your value proposition.

This spring, don’t treat blueberries as just another produce item. Treat them as a featured destination in your store. With the right placement, promotion, and storytelling, blueberries can: