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Chelan Fresh Marketing is embarking on a vigorous marketing campaign that includes co-marketing with The Laughing Cow cheese products, continued focus on the National Football League (NFL), and the National Dairy Council’s (NDC) Fuel Up to Play 60 in-school program and increased production of its Orondo Ruby cherry variety.
Each of the campaign’s elements puts the company’s quality fruit in a specific spotlight, according to Chelan Fresh marketing director Mac Riggan.
“In January and into mid-February, we are working closely with the Fuel Up to Play 60 team to keep youngsters on the right track for nutrition,” said Riggan, noting that three-pound bags of apples and Anjou pears will feature Fuel Up to Play 60 information and links. “We know fresh fruits and vegetables along with a nutrient-rich diet are good fuel for their bodies, giving them the energy to go out and play for at least 60 minutes each day.”
This year’s NFL season, Riggan continued, has showcased NFL PLAY 60 ads on every field during televised games. “The program continues well beyond the NFL season and focuses on promoting healthy eating and physical activity year long in schools.”
January will also be the official launch of co-marketing with The Laughing Cow, for which Riggan said will feature three- and five-pound bags of apples closed with oversized Kwik Loks featuring printed $1-off coupons for Laughing Cow cheeses. “The coupon is redeemable at check-out and will be on all our poly bags and some of our mesh,” Riggan said. “This adds real value for the consumer, and we’re featuring the program through April. We expect to move 1 million bags with the coupons.”
As cherry season nears, Chelan Fresh will be heavily promoting its new Orondo Ruby variety.
“We anticipate 40,000 packs of the Orondo Ruby, which will be double what we did in 2012,” said Riggan, noting the large cherry has great flavor and ships well. “It is such a special eating experience, a truly beautiful piece of fruit with white flesh and full color outside. The sugar is very high, but it also has a high acid that gives it an exceptional flavor. The information we’ve received from retailers is that it was really well-received in 2012, and we’ll begin shipping it the third week of June this year.”