Page 19 - Index

CMI ORCHARDS
WENATCHEE, WA ‘The American Dream’
DEL FRESCO PURE
KINGSVILLE, ON, CANADA ‘YES!Berries Your Everyday Snack!’
To build awareness and educate consumers that YES!Berries Your Everyday Snack! by DelFrescoPure are Ontario-grown greenhouse straw- berries and available in Canada from January to June for the 2019 season.
DelFrescoPure
paired up with retail
partners to provide educational merchandising materials at store level to educate consumers about the availability of the berries. With harsh winters, strawberry production in Canada is unheard of. Each retail partner was provided a merchandising team to install and set up marketing materials. The kits included a pop-up merchandiser, shelf strips and a shelf- talker. DelFrescoPure also partnered with in uencers to drive social media lift and launched contests to gain awareness.
DelFrescoPure installed more than 420 merchandising kits
at partners’ stores,
and sales lift soared
as it oversold the
entire season and
planned for straw-
berry expansion.
Some 10,000 samples
and 6,000 promotional
items were served to
consumers at local
events, and social
media contests gener-
ated more than one
million impressions.
PLAN OBJECTIVES
I LOVE PRODUCE
WEST GROVE, PA ‘OctCLOVErfest’
PLAN OBJECTIVES
To celebrate and inspire Americans across the nation. CMI created this apple and cherry label to show its soli- darity and support of U.S. military fami- lies, veterans and patriots.
CMI developed eye-catching Amer- ican Dream apple and cherry boxes to create a billboard display with a posi- tive, patriotic message that could reso- nate with consumers. The dream was two-pronged: to honor and give back to those who have served and sacri ced and to help retailers create excitement in their produce departments, by tying in to important holidays. The American Dream program also offered a portion of proceeds from the sale of each box to causes that support veteran and mili- tary groups.
Aside from the improvement in sales, especially during Veteran’s Day, as well as exceptional consumer feed- back, CMI has donated more than $15,000 to support the military and veterans, including the Tournament of Champions in Texas (a youth program that provides shelter and resources to veterans).
CAMPAIGN
CAMPAIGN
RESULTS
CAMPAIGN
RESULTS
PLAN OBJECTIVES
RESULTS
To increase demand of Monster Garlic, target new customers and gain greater consumer awareness of a new use for fresh garlic as decorative produce to celebrate Halloween. I Love Produce’s objective is to make garlic to Halloween as Easter eggs are to Easter.
I Love Produce launched an inno- vative promotion called OctCLOVEr- fest, which marketed its Monster Garlic brand during the Halloween season. The company partnered with Elvira, ”the Queen of Halloween,” to build awareness and attract new shoppers to produce. Materials included
in-store display boxes
with Halloween-themed
designs, a limited-edition
retail tag and in-store
tear-pad instructions to
decorate the Monster
bulbs. It also included
standup photo displays,
shelf talkers and social
media that featured
Elvira’s image and voice. In addition, the promotion aimed to increase social media awareness through sharable videos and displays.
Aside from the big noto-
riety and shares it received
through media channels during
the Halloween time period and at trade shows throughout North America, OctCLOVErfest helped I Love Produce increase its sales of Monster Garlic by more than 40% above targeted goals.
PRODUCE BUSINESS / AUGUST 2019 / 19