Building on the momentum created with its Winter “Season’s Bringing” promotion, Tanimura & Antle is continuing to engage retailers and consumers with a new seasonal program. Seeing dramatic increases in customers, distribution, and consumer awareness from “Season’s Bringing” the company has developed a series of promotions that drive seasonal sales during peak purchase periods. Kicked off January 1st to coincide with the start of Diet Season and New Year’s resolutions, the new Artisan Lettuce “Get in Shape” promotion 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 gives shoppers immediate recipes and shopping lists that are designed to drive additional sales in the produce department. Point of sale and in-store advertising materials are also offered to retailer customers to increase in-store effectiveness.
“We know that consumers are always on the hunt for healthy meal solutions that also give them great flavor and value. 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,” commented Rick Antle, CEO of Tanimura & Antle.
The product’s consumer-focused mircosite, ArtisanLettuce.com, has been updated with “healthier” versions of salad favorites and healthy living tips that support consumer goals to stay fit. New for this promotion is a monthly Artisan Lettuce e-newsletter that reaches out to consumers over the course of the four-month promotion offering recipe ideas, exercise and diet tips, plus 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. This is a very valuable and effective method for creating a dialog 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,” said Director of Marketing Diana McClean.
SOURCE: Tanimura & Antle
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