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PLACENTIA, Calif. -- A strong line up of spring promotions from Sunrise Growers here helped lift strawberry category sales up to 35 percent among participating retailers this spring. The promotions, featuring tie-ins to center-store items, helped drive sales for participating retailers during a season when strawberry industry volume as a whole was experiencing sales declines.
Teaming up with Kellogg's Special K, Keebler Ready Crust, Yoplait and Ballatore, Sunrise and the partners sought to provide a season-long roster of promotions that generated strong sales for both strawberries and partnering products. The promotions all leveraged the theme "Strawberries are Really Big Right Now" and featured either high-value coupons on strawberries with the purchase of select products, or in-store demos and recipes.
Retail partners were especially pleased with the significant growth in sales during the promotional period. As a result of the successful spring promotion season, one retail partner will feature a fifth promotion with yet another branded partner this summer.
Ron Coles, Hy-Vee's v.p. of produce purchasing, said: "From concept to execution, Sunrise Growers delivered a series of promotions that drove terrific results and were well executed. We'll look for more opportunities to partner with Sunrise."
"We were pleased to kick off the strawberry season with a creative range of promotions featuring strong companion brands that drove strawberry category sales among our retail partners this spring and into the summer," said Christine Reker, director of marketing and strategy for Sunrise Growers. "These promotions were successful for our partners as well as participating retailers and we're looking forward to continuing this momentum throughout the summer."
The Keebler Ready Crust promotion, which ran the first two weeks of April, was so successful that Keebler and Sunrise brought it back in June and they are looking forward to potential third holiday promotion this fall.
"Strawberries and pie crust are a natural choice for summertime picnics and barbeques," said Mark Rose, Kelloggs' brand manager, "and we're pleased to offer the consumer something of value while strengthening sales in both categories."