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Papa Cantella's has targeted the Phoenix market with its first major promotion of the year. Titled "Come to Papa", the new effort is designed to drive new customers to sample Papa Cantella's Mild Italian Sausage, Hot Italian Sausage and Black Forest Bratwurst, as well as increase usage among existing customers.
In Phoenix currently, Papa Cantella's is sold exclusively at Safeway stores as the chain's only fresh retail Italian sausage and bratwurst. "We're very excited by this new promotion," notes VP Tony Cantella. "Safeway's department managers are already giving us very positive feedback on this push and are expecting sales to increase significantly during the first half of 2011."
Focusing on research that shows consumers prefer a fresh sausage that contains no preservatives, no MSG and has never been frozen, the advertising tagline is: "When it comes to fresh, come to Papa!" The goal of the campaign is targeted on expanding and increasing sales of the company's fresh sausage products in the Arizona marketplace while looking at Phoenix as a test for expansion into other western, explains Tony Cantella.
The current promotion includes cents-off coupons in newspaper and free-standing-insert advertising
within the Phoenix area, as well as peel-off on-pack instant coupons with recipes that remain on the
Concurrently, the company will be introducing the product to over 50,000 new customers at selected high-traffic festivals and events, handing out free cooked samples of the sausages, along with recipes and coupons. Many of the recipes were developed by Papa Cantella's founder, Tom Cantella, and published in a prize-winning recipe book, The Ultimate Italian Sausage Cookbook.
In addition to the sausage recipes that are handed out to customers, a free downloadable recipe book has been posted to the company website: www.papacantellas.com/recipes. Customers who download
the recipes can also sign up for Papa's Club, providing them even more recipes, coupons and other promotions.
For more information, see www.papacantellas.com.