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Bill Moncovich, president of California Giant Berry Farms, will appear in a 30-second television commercial scheduled to run several times on March 19, 2010, in 26 U.S. markets, including such winter-weary locations as Boston; Pittsburgh; Baltimore; Des Moines; Portland, Maine; and Kansas City. The Watsonville, Calif.-based grower’s TV ads will air on major network affiliates before the morning news’ weather report to help generate excitement for the beginning of both spring and peak strawberry season in the Golden State.
In addition to the ad — a first for California Giant Berry Farms — the company will deliver fresh California Giant strawberries to weather reporters at the 26 television stations to incorporate into their broadcasts. Since the first day of spring arrives on a Saturday (March 20), the product deliveries and the advertising will take place the day before to capture a greater number of viewers.
California Giant Berry Farms opted to launch the campaign in the wake of major weather disruptions experienced across the United States this winter. “We are excited about running the campaign this spring, since most of the country has had several months of severe adverse weather conditions,” explained Moncovich. “Many of our retail customers and consumers are really looking forward to the end of this winter season, and we hope our campaign will signal a change for the better.”
The commercial features Moncovich in one of the company’s strawberry fields, flanked by bright-red berries and backed by the California sun. During the spot, he urges viewers to visit the company Web site and share how their plans regarding California Giant berries this season.