Bringing the feeling of summer to shoppers throughout the winter, Santa Sweets Inc. plans to extend demand for its UglyRipe tomatoes through a new marketing campaign.
Signifying a move toward bigger marketing campaigns for the Plant City, Fla.-based Santa Sweets, the “Taste Like Summer” campaign plans to encourage shoppers to place the trademarked heirloom tomatoes in their shopping baskets.
Santa Sweets has increased acreage and is targeting Mid-Atlantic and Northeastern markets December through March to remind them that summertime local tomato flavor is available throughout the year, said Rick Feighery, vice president of sales for Santa Sweets and Philadelphia-based Procacci Bros. Sales Corp.
“Every time I read an industry publication or foodie magazines, it’s all about flavor, flavor, flavor,” he said. “We have always done well with our UglyRipes in Florida. We’re trying to keep the momentum we have going into Florida into the Northeastern states for when all the snowbirds go home. They look for them in the stores.”
The campaign features summer-themed point-of-sale materials including in-store displays, bins and placards and Santa Sweets plans to promote the tomatoes through social media and use a consumer website, http://tinyurl.com/SantaSweets.
Feighery declined to state acreage.
Santa Sweets grows tomatoes in north, central and south Florida, North Carolina and New Jersey.
Santa Sweets is owned by Joseph Procacci, Procacci Bros.’ chief executive officer and chairman of the board.