Stand-Out Fresh Produce & Retailer Marketing Campaigns from 2016

January 24, 2017
5:50 pm

Posted by DMA Solutions Team

A lot happened in 2016. From the Summer #OlympicsFails to one crazy presidential election, many people have welcomed 2017 with open arms. Yet despite the highs and lows we experienced this year, we managed to fall in love with a handful of marketing campaigns within the Fresh Produce Industry. Here’s just a few of our favorites!

2016 Stand-Out Fresh Produce & Retailer Marketing Campaigns

1. California Giant Berry Farm’s Red State or Blue State Campaign

California Giant Berry Farms capitalized on the election frenzy by creating a “presidential race” that everyone could enjoy. Forget Clinton, Johnson, Stein and Trump, consumers had two awesome “candidates” vying for their votes: Strawberry and Blueberry.
From an enticing sweepstakes, to delicious berry recipes, and convincing campaign promises, California Giant Berry Farm’s Red State or Blue State promotion was pure marketing brilliance; This campaign took advantage of a huge real-time marketing opportunity by hosting a live Twitter party that took place right before the first presidential debate. Cindy Jewell, Vice President of Marketing with California Giant Berry Farms, shares with us that the campaign received more than 250,000 “votes” or submissions. This is a great example of how (tastefully) capitalizing on current events/trends can reap huge rewards, and will be a promotion we never forget.

2. Intermarche’s Inglorious Fruits and Vegetables

Fighting food waste by rehabilitating imperfect produce? Now this is a marketing campaign we can all get behind. Starring the “Grotesque Apple,” the “Ridiculous Potato,” the “Hideous Orange,” and more, these “inglorious” fruits and vegetables were sold in their own isle, with their own labels, and had their own spot on the sales receipt at 30% less. To prove these fruits and vegetables were just as good, Intermarche created fresh fruit juices and soups, and provided samples to their consumers. Simply put: It worked. The only problem they faced was running out! Intermarche sold 1.2 tons per store during the first TWO days and experienced a 24% traffic increase. The best part? This initiative increased awareness of the food waste epidemic, reaching over 13 million people after just one month. We believe it was a “glorious fight against food waste” indeed.

3. Aldi’s 2016 Olympic Sponsorship of Great Britain

The German-owned discount food grocer, Aldi, became the first supermarket sponsor of Team Great Britain. And instead of featuring soda or cookies in its UK advertisements, Aldi highlighted fresh, local fruits and vegetables leading up to the 2016 summer Olympics. They even recreated the Rio skyline using over 100 pounds and 30 different types of fruits and vegetables to show their support. So, did it pay off? You bet! Horticulture Week reported that shoppers spent more than $375 million on fruits and vegetables at Aldi’s UK stores between May and July – a 19% increase from the prior year. Not only is this a refreshing change from to the usual Coca-Cola, McDonald’s, and other unhealthy food ads, but it’s a sign that people are ready for more fruit and vegetable advertising.

4. Duda Farm Fresh Foods’ Dip It to Win It Sweepstakes

A produce company giving away tickets to football’s biggest game? Can WE win?! Although this campaign is still running in 2017, it started back in the fall of 2016 – giving celery fans several months to enter for a chance to win tickets to the game in Minneapolis in 2018 with plenty of time to plan. This campaign is smart considering data shows that celery sales increase during the holiday season and around the time of the Super Bowl. Duda is taking advantage of a high-impact time for their products with not only the online components to the sweepstakes, but on-pack information and a new fresh-cut celery and blue cheese product that is sure to excite consumers at retail as they pick up their celery and hot wings for the game in a few weeks.

As evidenced by these marketing campaigns, fresh produce marketers can successfully reach and generate engagement with consumers if they are both strategic and relevant with their content and approach. If you’re looking for ideas on how your brand can make this list in 2017, let us know!

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