What Does a Winning National Family Meals Month Media Campaign Look Like?

Promoting and Advancing Petroleum Marketing, Retail Grocery, and Convenience Stores in West Virginia

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OMEGA is a West Virginia-based organization dedicated to supporting and advancing the business interests of the state’s petroleum marketing, retail grocery, and convenience store industries.

As a network of over 225 locally owned businesses, OMEGA actively promotes cooperation, advocates for favorable legislation, and provides education and resources to its members. With over 50,000 employees, OMEGA members significantly contribute to the state’s economy, generating more than 10% of all state taxes and supporting local communities through scholarships, charitable donations, and civic involvement.

OMEGA is committed to fostering industry growth while serving West Virginians with essential services like fuel, food, and convenience.

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OMEGA offers three types of membership: Convenience Store Members, Petroleum Marketer Members, and Grocer Members, all of which play a vital role in providing fuel, food, and essentials across West Virginia. As a liaison with state and national agencies, OMEGA works closely with organizations like NACS, PMAA, FMI, and the N.G.A. to advocate on behalf of its members.

We keep members informed through newsletters, legislative updates, an online resource hub, and educational seminars. Additional member benefits include access to the Encova Workers’ Compensation Discount Program and participation in our annual Trade Expo and fundraising efforts for children’s charities. OMEGA is here to support, advocate, and enhance the success of our industry members.

A study conducted for FMI by Nielsen found that 95 percent of those who learned of the National Family Meals Month™ campaign on social media or by e-mail changed their shopping and consumption habits because of it.

By: Tom Cosgrove, Manager, Program and Development, FMI Foundation <img src="https://www.fmi.org/images/default-source/blog-images/food-lion2.tmb-large-350-.png?sfvrsn=735c706e_1" data-displaymode="Thumbnail" alt="Food Lion National Family Meals Month Social Media Promotion" title="Food Lion National Family Meals Month Social Media Promotion" style="float: right; margin: 10px;" /> A <a href="https://www.fmi.org/family-meals/our-mission/consumer-impact">study conducted for FMI by Nielsen</a> found that 95 percent of those who learned of the <a href="https://www.fmi.org/family-meals">National Family Meals Month</a>™ campaign on social media or by e-mail changed their shopping and consumption habits because of it. Traditional media had an impact too: Seventy-five articles were published on the campaign last year, multiple retailers ran radio and TV spots, and the <a href="https://www.fmi.org/foundation">FMI Foundation</a> partnered with <a href="http://www.litton.tv/">Litton Entertainment</a> to run public service announcements on ABC Television. Clearing the topic of family meals is easily shared through both digital and traditional media. How can you use different types of media to promote your <a href="https://www.fmi.org/family-meals">National Family Meals Month</a> campaign? Here’s what a few of your peers did last year: <ul> <li><a href="https://www.meijer.com/">Meijer</a>, with stores throughout the Midwest, used social media to launch an online photo contest in which families could use a hashtag to show pictures of enjoying meals together. Winners received $100 Meijer gift cards.</li> <li>Each week during last year’s <a href="https://www.fmi.org/family-meals">National Family Meals Month</a>, dietitians at <a href="https://martins-supermarkets.com/">Martin’s Super Markets</a> in Michigan and Indiana created simple, affordable themed recipes that families could make themselves. They then went on local radio stations to give weekly live reports on the benefits of the recipes as well as pre-recorded spots that aired several times a day.</li> <li><a href="https://www.foodlion.com/">Food Lion</a> posted timely, relevant questions via social media channels with attention-grabbing images and asked shoppers to respond with their answers. Ten participants in the campaign with particularly clever responses received $50 Food Lion gift cards.</li> <li><a href="http://www.egglandsbest.com/">Eggland’s Best</a>, a company that provides egg-related products throughout the country, ran an advertorial in the Los Angeles Times that promoted <a href="https://www.fmi.org/family-meals">National Family Meals Month</a> and featured two family meal recipes that required less than 30 minutes to prepare.</li> </ul> What will your online and traditional media campaign to encourage families to eat one more meal together each week look like? Get more ideas from the <a href="https://www.fmi.org/family-meals/toolkits/best-practice-guide">2017 Best Practices for National Family Meals Month guide</a> and join the conversation on social media with #FamilyMealsMonth.

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Supporting West Virginia Communities

OMEGA members play a vital role in West Virginia, supporting communities through substantial tax contributions and a wide-reaching presence across the state. With over 55% of the population living in border counties, our members are dedicated to serving both local and regional needs. Beyond business, we’re proud to give back, having contributed over $3.1 million to children’s charities since 2003, reflecting our commitment to making a positive difference.