After three years of successful sports-related marketing programs, the Fresno-based California Table Grape Commission is changing directions this season and rolling out a new campaign with an integrated health message.

“We just realized there are a number of health benefits associated with table grapes, and the commission had made a significant investment in health research over the past 10 years,” said Karen Brux, vice president of marketing communications. “We were looking at all of our research and decided we really needed to do more to communicate this to consumers.”

The commission will provide retailers with health-related copy and tag lines to incorporate into point-of-sale materials. Also included will be quick-response codes for use in print promotions and websites that link consumers to a mobile site featuring recipes and nutritional information.

“We know that retailers have their own specifications, but they can tailor this to their needs,” she said.

QR codes will be available to growers and shippers to use in their marketing efforts too.

For the first time, the commission will run a retail health campaign, with in-store health messages to be broadcast at select retailers nationwide, Brux said.

The commission also plans to continue tagged traffic radio ads in selected U.S. and Canadian markets with the new “super snack” message.

The effort is in response to recent studies that show snacking by both adults and children is contributing to the nation’s overweight and obesity problems, she said.

Not only will the radio tags promote grapes as healthy right out of the refrigerator, but they also will provide simple ways to incorporate grapes into other snacks, such as grape smoothies.

At the core of the commission’s trade marketing effort is a seasonlong campaign with the Food Network that includes ads on the network’s TV shows and in the Food Network Magazine and sponsored content on its website,

Among the tag lines are “perfect any time, healthy all the time” and “a whole bunch of healthy.”

“In our Food Network print ads, we’ll be focusing more on the healthiness, which we didn’t have in the past,” Brux said.

QR codes on each ad will take readers to a mobile website that features the highlighted recipe.

This is the third year that the commission has partnered with the Food Network, she said.

However, similar health messages won’t be part of English and French language ads that will run in Canada’s leading women’s magazine, Chatelaine, because of rules governing health claims, Brux said.

One effort that the commission is revisiting after a several-year absence is the growing Hispanic market.

The message will be more general and will discuss grape availability, taste, uses and healthfulness.

“It’s a huge market that we’re just starting to figure out,” Brux said.