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California Giant Berry Farms and the Tennis Channel have forged a partnership to develop a national co-branding effort that will coincide with the television network's first-time coverage of Wimbledon.
The partnership, titled "The Sweetest Match," includes a national retail campaign, multimedia outreach and a "Win a Trip to Wimbledon" sweepstakes that offers the chance to attend the 2009 event. The promotion opens May 9 and runs through the conclusion of this year's competition, set for June 23 - July 6.
Playing off Wimbledon's traditional strawberries-and-cream answer to a baseball game's peanuts and Cracker Jack, California Giant Berry Farms will place co-branded Tennis Channel messaging on 20 million packs of strawberries during the promotion. The messaging, which promotes the network's coverage of the London tournament and its accompanying sweepstakes under the tag line "The Sweetest Match," will also appear on in-store header cards and in retail trade media advertisements.
All told, 2.5 million packs per week will reach 3,000 retail stores around the United States, including national chains such as Kroger, Albertson, Safeway and Wal-Mart, and regional chains like Giant Eagle, Harris Teeter and HEB.
"The combination of California Giant and Tennis Channel is a natural since both companies are focused on communicating and promoting health and fitness," said Bill Moncovich, president/c.e.o., California Giant. "As women 35-54 with an active lifestyle are part of Tennis Channel's audience, this partnership also aligns with our shoppers who focus on eating healthy foods like strawberries and promoting a healthy and fit lifestyle for the whole family."
"This partnership with California Giant Berry Farms takes advantage of a unique circumstance that brings both of our worlds together each summer," added Robyn Miller, s.v.p./marketing, Tennis Channel.
Tennis Channel will produce short-form program pieces that detail Wimbledon's iconic strawberries tradition and history, in addition to the overall health benefits of the fruit. The promotion's Web site, www.thesweetestmatch.com, will offer healthy strawberry recipes to visitors.
Both California Giant Berry Farms and Tennis Channel will hold special strawberries and cream tastings in relevant cable-affiliate markets leading up to and during Wimbledon.