Limoneira Co. in Santa Paula, Calif., is working to increase the consumption of lemons.
“This year we are developing promotions with our retail partners as part of our Unleash the Power of Lemons campaign,” said John Chamberlain, director of marketing.
The company began the campaign several years ago and has seen success so far, Chamberlain said.
The company has designed five promotions to help its partners increase their lemon category sales that involve in-store merchandising, trade advertising and consumer lifestyle advertising, Chamberlain said.
“We haven’t set a specific case increase goal for the promotions but we have been very pleased with our lemon sales,” he said.
Each month has a different specific focus.
“In January, we are highlighting all the healthy things that consumers can do with lemons,” Chamberlain said.
Banner ads will appear in consumer publications such as Canadian Living and Canadian Health and Lifestyle. Social media also is included and consumers have an opportunity to win an iPad, Chamberlain said.
In February, the promotion will be about natural beauty with lemons in honor of Valentine’s Day.
“A variety of beauty tips will be provided to consumers, and we will be linking with global beauty professionals,” he said.
Ads will appear in Real Simple magazine, with another opportunity to win an iPad.
In March, the company plans to feature natural cleaning tips with lemons.
Social media will be used to support each effort.