It encourages consumers to look beyond typical home and work settings and submit the resulting photos of the product via Twitter, Facebook or e-mail. Examples include travel destinations, sporting events and transportation scenarios.
Four weekly winners will be chosen through July 27, said Tristan Simpson, director of marketing at Irwindale, Calif.-based Ready Pac. Each receives a case of Bistro Bowl salads, a Ready Pac insulated lunch bag and chip clip. A fan vote determines which of the four wins the top prize, a $150 gas gift card.
Ready Pac has sponsored social media contests before, including the “Lunch Is on Us” promotion in April and May. This one is different.
“It’s the first time we’ve launched a photo contest, which is big in social media,” Simpson said. “It plays off the portability of the product. Everything’s on the go, like soccer moms eating Bistro Bowls in the van.
“The impetus of the idea came from consumers sharing their experiences,” she said. “We thought we’d add a fun twist by having them capture that moment in a photo.”
The goal as always is to engage shoppers with the brand and build household penetration.
“These social media contests are our direct link to the consumer,” Simpson said.
Photos can be tweeted to @ReadyPacTweets; posted on the company’s Facebook page wall or e-mailed to firstname.lastname@example.org.
Consumers who don’t travel have an option to digitally edit their salads into a destination photo — say, the Eiffel Tower or Statue of Liberty — using their own photos or templates accessible through the Facebook page.
Ready Pac recently added three varieties to the Bistro salad line: Asian-style Chicken, Mediterranean and Caesar Lite. There are 12 salads in the line.