Page 26 - index

Tanimura & Antle
Soquel, CA
ARTISAN OF ENTERTAINING
OBJECTIVES
Build Artisan and Tanimura & Antle brand awareness with consumers via its Artisan Romaine & Artisan Lettuce brands. The goal of the campaign was to generate social media impres- sions, increase website traffic and increase the
consumer email database.
CAMPAIGN
Tanimura and Antle’s Artisan of Entertaining campaign focused on entertaining with Artisan Romaine & Artisan Lettuce for the fall season with a recipe eBook created by influencer-blog- gers and Tanimura & Antle’s in-house chef. Influencer-blogger partners promoted and shared the promotion and tagged participating and supporting retail partners. When consumers downloaded the recipe eBook, they were auto- matically being entered for a chance to win 1 of 25 prize packs. Each prize included: A five-piece salad bowl set, Tanimura & Antle cutting board,
reusable grocery bag, $100 in product coupons and a $100 visa gift card for entertaining.
RESULTS
The Artisan of Entertaining earned more than 100,000 impressions and reached more than 100,000 via social media advertising. Each blogger-influencer page that included an orig- inal recipe featuring the Romaine and Artisan Lettuce, as well as links to T&A’s website and partner retailers, generated more than 100,000 monthly page views and more than 100,000 unique page views, as well as more than 1,000 paid views. There were also nearly 4,000 page views on Tanimura and Antle’s website.
NEW YEAR-FRESH START
Tanimura & Antle
Soquel, CA
OBJECTIVES
To build consumers and trade awareness of the Tanimura & Antle and Artisan brands, as well as increase engagement with retail partners and consumers. To generate online impressions, increase website traffic and increase consumer email database.
CAMPAIGN
Tanimura & Antle’s New Year–Fresh Start
campaign encouraged consumers to focus on
healthy eating in the new year. Four influential
bloggers shared healthy eating tips and infor-
mation highlighting Tanimura & Antle’s Artisan
Lettuce and Artisan Romaine to activate the
promotion. An eye-catching promotional label on the Artisan Lettuce clamshell reminded consumers at the store level that Artisan Lettuce is an easy, natural choice for healthy lifestyles. Additionally, upon downloading a healthy eating tip sheet, consumers were entered for the chance to win 1 of 20 prize packs that included: A FitBit Blaze, reusable Tanimura & Antle grocery bag, sports bottle and salad bowl kit.
RESULTS
The campaign received more than 8,700 entries, while Tanimura’s website got more than 11,000 unique page views during the promotion. Contest website referrals posted strong numbers, but nearly 45 percent of those views came from direct referrals. The influencer-bloggers who promoted New Year-Fresh Start on their Facebook
Live blogs received a combined 43,000 video views.
26 / AUGUST 2018 / PRODUCE BUSINESS