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Vlasic, a portfolio brand of Parsippany, N.J.-based Pinnacle Foods, recently finished its summer tour campaign for Farmer’s Garden by Vlasic, its line of home-style pickles.
The July-August sampling program, which coincided with the introduction of the Farmer’s Garden Dill Chips variety, marked another phase of the brand’s strategy to tap consumer desire for simple ingredients, freshness and homemade inspired pickles.
“Our main goal was to get people to taste Farmer’s Garden by Vlasic, as we know when people try it, they love it,” said Annette Young, director of marketing for Vlasic.
“This premium pickle line scored the highest consumer satisfaction ratings in Vlasic history. Primary research also showed that 91 percent of consumers would buy it after tasting it,” Young added. “Bringing Farmer’s Garden by Vlasic directly to hundreds of thousands more pickle lovers, while showcasing its simplicity, standout taste and all-natural factor, just made sense.”
Beginning in mid-July, the “Vlasic Pickle Stand” tour made stops at Taste of Chicago; Artscape in Baltimore, Md.; the Quickchek Festival of Ballooning in Readington, N.J.; and Musikfest in Bethlehem, Pa.
Elements of the campaign included event marketing featuring a mobile recreation of a farmer’s market stand as the centerpiece, on-site sampling, online giveaways, couponing and recipe inspiration.
Pinnacle Foods is a leading producer, marketer and distributor of high-quality branded food products.