Page 23 - Index

THE GIUMARRA COMPANIES
LOS ANGELES ‘Slice, Dice, Demolish’
To double the sales of Australian Mangos, the most expensive mangos sold in the United States, over the previous year in Western U.S.-tar- geted accounts; to create compelling merchandising displays via marketing support; and to stage sampling demos to educate consumers and trial mango varieties, encouraging repeat purchase.
During the period of Oct. 2018-Jan. 2019, Giumarra supported signage, grower stories, social media and sampling programs to encourage trial and purchase of three mango varieties. Retail penetration focused primarily on
PLAN OBJECTIVES
CAMPAIGN
the U.S. West Coast based on demo- graphics that include a high number of Australian ex-pats living in California, with the goal of expanding distribu- tion in future years. One retailer ran a sales contest, while others opted for ad programs or digital campaigns.
RESULTS
At the retail grocery level, there was between a 100% and 240% increase in cases sold this year vs. last year. Also, additional revenue was generated in the cut-fruit program, depending on the varieties and length of the program by each retailer. Direct marketing efforts were excellent for the rst-year trial, with a less than 3% return.
PRODUCE BUSINESS / AUGUST 2019 / 23