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Fresh from its winter “Season’s Bringing” promotion, which resulted in dramatic increases in customers, distribution and consumer awareness Tanimura & Antle (T&A) has embarked on a new seasonal program. Launched Jan. 1 to coincide with the onset of “diet season” and New Year’s resolutions, the Artisan Lettuce “Get in Shape” campaign features seasonal packaging with a prominent health message and scanable QR (Quick Response) code.
When scanned with a smart phone, the QR code on 4-count Artisan Lettuce clamshells instantly provides consumers with recipes and shopping lists designed to drive additional sales in the produce department, The promotion also offers retailers point-of-sale and in-store advertising materials to boost its effectiveness.
“We know that consumers are always on the hunt for healthy meal solutions that also give them great flavor and value,” noted Rick Antle, CEO of Salinas, Calif.-based T&A. They’re also increasingly using their smart phone to make purchase decisions. The Get In Shape promotion leverages both of these trends and gives shelves a lift with the high impact graphics and message.”
A consumer-focused mircosite, ArtisanLettuce.com, now features even “healthier” versions of salad favorites, as well as healthy-living tips to help consumers stay fit. New for this promotion is a monthly Artisan Lettuce e-newsletter available over the course of the four-month promotion, consisting of recipe ideas, exercise and diet tips, and the opportunity to be entered in a drawing to win “Healthy Lifestyle Packages.”
“We continue to enjoy the consumer comments and questions that we get from our online presence,” said T&A director of marketing Diana McClean. “This is a very valuable and effective method for creating a dialogue with the end-users of our product. We have seen that seasonal packaging works well to engage the consumer and provide a point of difference for our product in the store aisle. We intend to continue to support our retail partners with similar programs to build on this success,”
For more information on the Get In Shape promotion, visit www.artisanlettuce.com/getinshape.