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From Nov. 1 through Dec. 31, Tanimura & Antle’s (T&A) signature Artisan Lettuce will come in a special package as a key element of the grower’s national “Season’s Bringing” campaign. Along with an appealing package design, the integrated marketing program offers retailers an on-pack sweepstakes message driving consumers to an online micro site, ArtisanLettuce.com. Each week in November and December, visitors to the site can enter for a chance to win a $1,000 VISA gift card, and find recipe for salads themed for Thanksgiving, La Posada, Hanukkah, Christmas and New Year’s. Winners will be revealed weekly on the Artisan Lettuce Facebook page.
“From Coca Cola to Kleenex, we know how much consumers are drawn to seasonal packaging,” noted Rick Antle, CEO of Salinas, Calif.-based T&A. “Paired with eight chances to win $1,000 and helpful recipe ideas, our objective is to drive repeat store visits and purchases while growing brand recognition for Artisan Lettuce.”
Each clamshell of Artisan Lettuce yields at least eight side salads and four main dish salads. To introduce the promotion to retailers, T&A employed a tiered direct-mail program that the grower said has won both new and current customers.
“Buyers recognize the value of engaging consumers with the package, so the response has been really positive,” observed T&A EVP Mike Antle. “Our research shows that once consumers try Artisan Lettuce, they are likely to buy if it were carried at their local grocer — and this effort entices trial.”