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Retailer and consumer demand has led to a planned repeat appearance of the original Cameo apple sticky buns recipe at supermarkets this Father’s Day, June 21.
Additionally, Father’s Day 2009 marks the debut of the popular promotion on a nationwide scale. “This is our first year to launch this promotion nationally,” Kevin Precht, marketing program director at the Wenatchee, Wash.-based Cameo Apple Marketing Association (CAMA), told Progressive Grocer. “Previously, we have targeted individual retailers in certain regions. With the tremendous success we had with this initial group, we have moved to take it national.” The inaugural stick buns promotion bowed last year.
Retailers saw impressive sales increases of Cameo apples in 2008, driven by the Father’s Day promotion and point-of-purchase display, which featured an image of Cameo apple sticky buns and a tear-off recipe with nutritional facts.
During past Father’s Day promotion weeks, retailers have reported sales lifts as high as 300 percent. Overall apple category dollar lift was over 20 percent when a coinciding circular ad ran, outpacing the average ad lift of 13 percent during that time.
“Because of the success of the Father’s Day promotion last year, we are encouraging retailers to capitalize on the opportunity for incremental sales again this year,” said Precht. “Successful promotions like this demonstrate why many retailers have come to rely on Cameo apples, with their unique ability to store well late into the season, to boost incremental apple sales by extending the season’s availability.”
Further, Cameo apples offer an extra edge for retailers this year: Cameos are peaking on size 80s, while most other varieties are smaller than usual because of last year’s late crop freeze in Washington and inclement weather in the Northeast. “Cameos’ larger size not only attracts consumers who are looking to get more for their money, but also translates to dollars for retailers by increasing basket ring size,” added Precht.
Orders must be placed by May 22, with POP delivery before June 3. Retailers can contact CAMA by calling 509-665-3280 or emailing [email protected].