Page 22 - Index

OPPY
COQUITLAM, BC, CANADA ‘Pepper UP’
Oppy’s Pepper UP campaign with Divemex, a leading Mexican green- house vegetable producer, aimed to inspire retailers to drive sales and have consumers pump up their dishes with brightly colored bell and mini peppers while building trade awareness.
Guided by data from the previous year’s campaign, Oppy developed POS kits and large-scale signs to support a display contest that encour- aged retailers to bring their peppers ‘up’ in size, location or to the front of the store or department. Prizes were given to encourage entry. Another way to Pepper UP was to include organic and conventional on display, and
PRODUCE FOR KIDS
ORLANDO, FL ‘Mission For Nutrition’
PURE FLAVOR
LEAMINGTON, ON, CANADA ‘Growing Up In Georgia’
PLAN OBJECTIVES
CAMPAIGN
CAMPAIGN
‘up-selling’ that all Divemex peppers are Fair Trade Certi ed. The social media components included two contests and a content list for retailers to spread their message on their chan- nels. Oppy also ran a display content ad in Produce Business magazine.
The campaign contributed to an 18% sales volume increase along with heightened brand awareness and education. The campaign had an 8% increase following on Facebook and a 13% increase on Instagram, and received more than 1,400 submissions and more than 450 photo entries.
CAMPAIGN
RESULTS
RESULTS
PLAN OBJECTIVES
Amy Peick Coborns
PLAN OBJECTIVES
RESULTS
Kelly Pearson ShopRite
Produce For Kids’ Mission For Nutrition program was to educate consumers on the importance of meal planning, while aiming to increase the consumption of fresh produce. In honor of National Nutrition Month, the program was designed to encourage healthy habits with families.
The multi-faceted program was developed to focus on the value of meal planning for families in ways that feature produce brands and commod- ities. Messaging was driven through both strategic online consumer outreach and in-store through retail dietitians, both offering free dieti- tian-developed meal plans, recipes and more. Partner brands included Avocados From Mexico, Earthbound Farm, Shuman Farms, Eat Smart, NatureFresh Farms, Crispy Green, Pero Family Farms and the National Water- melon Promotion Board.
The Canada-based greenhouse grower leveraged an opportunity to expand its year-round offerings in the United States with the building of high- tech facility in Fort Valley, GA. Its goal then was to “Build A Regional Produce Brand” in Georgia, creating demand by raising awareness for locally grown while supporting retail/foodservice, regardless of season.
The ‘Growing Up In Georgia’ project set out to share Pure Flavor’s story of a family-owned vegetable company that puts quality, avor and customers rst. Pure Flavor was overly transparent in sharing the evolution of the project: with photos, videos, press releases, site tours, and by offering speaking engagements at major conferences and trade panels. The goal: bringing to life high-tech agriculture in the middle of a corn eld in South Georgia.
Pure Flavor says, “We proved them wrong. We built. We planted. We picked. We shipped. Consumers purchased.” Pure Flavor sold out of Georgia Grown produce week after week during the season and built tremendous brand awareness in the Southeast. It will soon be one of four greenhouse tomato growers nationwide who will be providing Wendy’s with tomatoes for all of its burgers.
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The promotion saw more than 126 million total impressions across the program’s website visitation, public relations and in uencer outreach, its “Healthy Bites” podcasts, meal plan- ning e-book downloads, newsletters and social media. In addition, more than 22,000 mini magazines were distributed in-store to consumers.