Packaging Digest is part of the Informa Markets Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

Tanimura & Antle scores a hit with baseball-themed lettuce packaging

Article-Tanimura & Antle scores a hit with baseball-themed lettuce packaging

Tanimura & Antle scores a hit with baseball-themed lettuce packaging
Tanimura & Antle baseball lettuce head case

Tanimura & Antle baseball lettuce headIndustry leader Tanimura & Antle continues to promote salad season with new promotional packaging that adds excitement and impact to the produce department. The company has launched Baseball Iceberg Lettuce packaging, available to retailers through October. This seasonal packaging is designed to effectively separate the popular iceberg lettuce on the shelf and create sales momentum during the key summer salad season.


The new packaging includes the traditional red baseball stitching and a baseball card-style recipe for a quick, easy-prep wedge salad that the whole family will love. It also co-promotes one of the recipe ingredients directly on the package—Tanimura & Antle's own Artisan Sweet Italian Red Onions. "The baseball packaging ties into the season, and our lettuce sold quickly!" exclaimed one Produce Buyer.


Retailers are encouraged to cross merchandise this eye-catching package with other recipe ingredients for a total destination shopping location. "Cross promoting a complementary item simplifies the shopping experience for the consumer and the on-pack recipe provides an immediate meal solution," comments Diana McClean, director of marketing. Consumers can find this new packaging in select retail stores across the U.S.


Additionally, Tanimura & Antle's Summer Fun Sweepstakes promotion continues to help retailers increase sales while generating excitement in their produce departments. Now in its fifthweek, this promotion (going through July 2012) is also growing Tanimura & Antle's Facebook fan-base by bringing about awareness and introducing the premium Artisan line to new consumers everyday.


"We're thrilled by the response we're getting and regularly hear how once people have tried these fresh whole-head lettuces they're hooked by the crispness, freshness and flavor of these Artisan products" continues McClean.


Tanimura & Antle baseball lettuce head caseThe launch of Tanimura & Antle's newly packaged Field Fresh Wrapped Leaf Lettuce line will be rolling out into retail outlets in July in new bilingual (English/French) packaging. Each package is complete with its own unique QR (quick response) code that, when scanned, links directly to videos of these lettuces being harvested and packaged fresh right in the field. Retailers have been supportive of this new program, with one Midwest store manager claiming, "We love the T&A bagged leaf produce, Great product, great label and lower shrink!"


Source: Tanimura & Antle



Hide comments


  • Allowed HTML tags: <em> <strong> <blockquote> <br> <p>

Plain text

  • No HTML tags allowed.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Lines and paragraphs break automatically.