Fun for consumers

Here is the link to Desmond O'Rourke's presentation at the U.S. Apple Association Marketing Clinic on how "fun" plays into marketing fresh produce. Conversely, O'Rourke touches on how marketing food as healthy can be done at your own peril.

From the introduction:

Most of us build our marketing and promotion efforts for apples and other fruits on the basis of a few major assumptions that we know to be right.
Consumers are rational. True, except when they behave irrationally.
Buyers are adults. True, except for the times when they want to behave like children.
Consumers understand their own motivations. True, except when they are screwed up or deceive themselves.
Consumers can tell you what they want. True, but they sometimes lie both to themselves and to others.
In the next few minutes, I hope to show why we need to be much more cautious in our assumptions about consumers. I will present some recent research evidence that examines how and why consumers really think and behave. Finally, I will suggest some new approaches that will be needed throughout the apple industry as we consider future efforts to woo consumers.

TK: You'll appreciate Desmond's take on this issue. Here is the audio from his remarks.