In an effort to address the challenges faced by families dealing with food allergies, a new campaign titled “By Food Allergy Moms, for Food Allergy Moms” has been launched by Kiosk in collaboration with Latitude Food Allergy Care. This initiative seeks to promote inclusion and joy during the holiday season—a time when food planning can be particularly stressful for those with food allergies.
Food allergies affect over 33 million Americans, and their implications extend far beyond individual health concerns; they impact daily living and social interactions, especially during occasions centered around food. The campaign directly speaks to mothers, aiming not only to raise awareness but also to create a supportive community. Parents grappling with food allergy issues need resources that empower them to make informed decisions while alleviating the anxiety surrounding their loved ones’ safety during family gatherings and events.
Prominent placements of this campaign can be observed in grocery stores, where shoppers often contemplate food choices. Campaign signage has been installed in shopping carts at Mollie Stone’s Markets, Safeway, and Lucky stores across the San Francisco Bay Area. Additionally, sanitizer wipe stations have been set up at Walgreens, CVS, and Safeway locations. These strategic placements ensure that the message reaches families at a moment when they are most attuned to food-related concerns.
The campaign combines various channels, including print and out-of-home advertising, digital media efforts such as paid social media and display ads, as well as targeted placements within online mothers’ groups and blogs in the Bay Area. This comprehensive strategy ensures that the message resonates across different platforms, engaging mothers where they spend their time.
Munir Haddad, the co-founder and CEO of Kiosk, highlights the reasoning behind this multi-faceted approach. He notes that reaching potential patients—specifically those parents managing food allergies—is essential for creating a connection at a pivotal time. The campaign not only raises awareness but encourages outreach. Being present where families are physically shopping allows the campaign to penetrate the media noise, ensuring the message stands out.
The timing of this campaign couldn’t be more pertinent. As children return to school and families prepare for food-centric holidays like Halloween, Thanksgiving, and Christmas, the focus on food allergies increases. These momentous occasions often require new supplies like EpiPens, making retailers strategic partners in delivering critical information to families.
The collaboration with grocery stores proved effective, as Kiosk and Latitude utilized existing relationships with retail media vendors to secure placements based on proximity to Latitude facilities and consumer demographics. This strategy maximizes reach while remaining cost-efficient. To date, preliminary responses have been promising, with increases in branded search terms and website traffic indicating enhanced awareness about food allergies.
Looking ahead, the campaign is set to continue into 2025, expanding its mission across digital, print, and out-of-home platforms. The sanitizer wipe stations have garnered significant attention and positive responses, prompting plans to extend these placements in additional stores within the Bay Area and beyond. This growth signifies a steadfast commitment to the ongoing needs of food-allergic families.
Retailers can play a crucial role in supporting families navigating food allergies. By establishing allergen-free sections and implementing clear signage for “free-from” products, grocery stores gain both loyal customers and advocates. Kim Yates, founder and CEO of Latitude and a mother herself, emphasizes that food allergy families prioritize safety, often forming lasting partnerships with brands that make their shopping experience safer and more convenient.
Providing education and support is also vital for staff members in grocery stores. By equipping employees with knowledge about food allergies and ways to assist shoppers in navigating the aisles, retailers can build a trustworthy environment. The effort to provide a sense of belonging for food-allergic families will not only foster customer loyalty but ultimately strengthen community ties.
As food allergies remain a pressing public health concern, campaigns like “By Food Allergy Moms, for Food Allergy Moms” serve as necessary initiatives to educate, support, and empower families. With the right marketing strategy and community involvement, the aim is not just to manage allergens but to celebrate food in all its diversity.