The benefits of partnering with other companies that share or complement your values, target audiences and brand voice are many. And there are countless CPG, culinary & kitchen brands that are ready to pair with fresh produce to broaden their own appeal to the demographics that actively seek and consume your fresh products. We frequently engage with these complementary companies across all social channels and on behalf of our clients – and there is one question that we’re hearing more and more: How can we work together?
CPG, culinary & kitchen brands (and even non-competing fresh brands) seek to work with the fresh products that they know their customers choose and use along with their products. Co-promotions are one of the primary ways fresh brands can work with other brands in a way that is mutually beneficial. Here are a few reasons to consider these types of partnerships:
- Increased exposure via partner brands’ communities – whether in-person (as evidenced by the National Cyclocross Championships experiential marketing endeavor sponsored by several fresh brands and Blendtec blenders) or online
- Growth of website traffic, social media communities and consumer contact database
- Increased interest and demand of participating brands’ products by inspiring consumers with usage suggestions and introducing new, non-traditional applications
Blendtec and other kitchen appliance brands, as well as food brands like Scharffenberger Chocolate, Peanut Butter & Co., Stonefire Flatbreads and Tessemae’s Salad Dressings have united with fruit and vegetable growers to present successful sweepstakes, contests and other campaigns. Check out the perfect pairing of gourmet chocolate and fresh, stem strawberries in the video below. The video, along with a co-branded recipe book, Valentine’s Day sweepstakes and a social media campaign, delivered a big hit for the brand partners in early 2015.
Beyond brands, apps and tech outfits are also realizing the value of fresh connections. For example, the rebate-based mobile app iBotta is adding fresh produce items to grocery offers to meet the demand of its 3MM+ active monthly users. This app also brings “CPG + FRESH” co-promotions full circle as it provides an additional way for the partners to align their brand messages and incentivize consumers to buy BOTH partners’ products.
If you’re interested in expanding your digital marketing portfolio and generating a stronger brand awareness for your fresh products, partnering with a brand outside of our industry can be a strategic way to accelerate this process. If you’re new to consumer promotions, we recommend dipping your toe in with a minor giveaway or recipe partnership to see how it goes. If the results are favorable, don’t be afraid to take a strategic plunge. Come on in, the water’s warm!
