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Thanks to a partnership with Sony, Ocean Mist Farms is promoting the DVD release of the hit movie “Eat Pray Love” with an instant redeemable coupon (IRC) for $3 off the purchase of the film when shoppers buy an Ocean Mist Farms artichoke.
From Nov. 30 through Dec. 31, more than 3,000 IRCs will be attached to bulk artichokes sold across the United States at retailers offering Ocean Mist Farms artichokes. The target viewers for “Eat Pray Love” are females 18 and older, which dovetails with the profile of an artichoke consumer.
Castroville, Calif.-based Ocean Mist will also provide the coupon directly to the 7,500 members of the grower’s Artichoke Aficionados Club, which consumers can join by visiting www.oceanmist.com.
This is the second cross-promotion for bulk artichokes for Ocean Mist Farms, and the company plans more in the future.
“We saw this as an opportunity to promote sales of artichokes at regular retail pricing while offering shoppers instant cash back for a hot DVD gift item this holiday season,” noted Kori Tuggle, marketing manager for Ocean Mist, which besides artichokes offers a full line of fresh vegetables.
In the movie, based on the bestselling book by Elizabeth Gilbert, Julia Roberts’ character learns to awaken her senses through food on a trip to Italy by sampling such local fare as artichokes, added Tuggle.