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As baseball season begins, Wholly is sharing the excitement of America’s pastime by stepping up to the plate as the “Official Guacamole, Salsa and Queso partner” of the storied New York Yankees.
The sponsorship at Yankee Stadium, which extends through the 2012 season, includes a promotional day and product exposure focusing on nutrition and freshness, with the brand’s all-natural products on sale at select concession carts. Wholly is also raising its profile through radio and baseline rotating signage, in Yankees Magazine and on high-definition TV.
Further, during the 2010 Major League Baseball season, traditional Wholly retail packaging will give way to limited-edition boxes bearing both the Yankees logo and the team’s famous pinstripes. The co-branded packaging rolled out this month in New York, Connecticut and New Jersey, where rabid fans of the Bronx Bombers predominate. The “Pinstripe Packages” are available in area grocery refrigerated produce sections and retail for a suggested $2 to $5.
“As the top-selling guacamole in America, it makes sense for Wholly to be working with the top baseball team in America, the New York Yankees, with programs to enhance the customer experience from Yankee Stadium to home,” noted Tracey Altman, VP, marketing at Fort Worth, Texas-based Fresherized Foods, maker of the Wholly lineup. “This partnership is an exciting extension of a fan-based customer experience, allowing us to upgrade the traditional ‘stadium nacho’ experience with the fresh taste of Wholly, and build in a tremendous foundation of loyal baseball fans shared by the Yankees.”
“Partnering with this industry leader allows us to expose all Yankees fans to their salsa, queso and guacamole products — both in Yankee Stadium and at retail locations within the tri-state area,” said Michael J. Tusiani, Yankees Senior VP of corporate sales & sponsorships.