“We ran one ad with grad caps tossed in the sky with cherries raining down behind them,” he said.
Oliver’s features cherries on ad three or four times during the summer for as low as $1.99 or $2.99 per pound, compared to a regular price of $5.99.
Diaz said sales increased tenfold when cherries were advertised for $1.99 a pound.
“It was crazy the kind of frenzy they created,” he said. “I ran out of cherries.”
He said he sold nearly 100 cases in two days. Cherries actually outsold bananas.
The store also promotes organic cherries, but Diaz can’t price them nearly as low as conventional product.
A pound of organic cherries sells for a regular price of about $8.99-9.99 per pound or on sale for $4.99.