Bearded berry promotion hits home run

07/11/2011 04:52:00 PM
Mike Hornick

Courtesy California Giant Berry FarmsCalifornia Giant Berry Farms distributed berries and posters July 7 at a "Fear the Beard and Love the Berry" night with the San Francisco Giants.California Giant Berry Farms capped a six-week marketing campaign with a “Fear the Beard and Love the Berry” night at a San Francisco Giants home game.

The Watsonville, Calif.-based grower-shipper distributed 2,500 8-ounce containers of fresh strawberries to fans arriving for a July 7 game, according to a news release. The company operated from a tent in Willie Mays Plaza at the entrance to AT&T Park.

“Fear the Beard” has been a fan slogan since last season, when the team won the World Series. It’s inspired by the Giants’ bearded closing pitcher, Brian Wilson.

Berries were also distributed to members of Junior Giants, the team’s youth outreach organization. Posters and beard-shaped berry cutout masks were passed out to fans and the team’s broadcasters.

“We definitely did not anticipate how popular our berry beards would be with the Giants fans,” Cindy Jewell, California Giant marketing director, said in the release. “Next time we will need to be more prepared for the demand.”

California Giant collaborated with radio station KNBR and the San Francisco Giants on the promotion.

Fans had a chance to enter their children in a free baseball clinic set for August that will be hosted by the Major League Baseball Alumni and sponsored by California Giant.



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