Chances are the first day of summer will feel a lot like the last day of spring outside, but Del Monte is hoping to give produce departments something new on the inside.
A new Facebook group from Del Monte gives fans challenges throughout the summer. Their participation in the challenges earns them entries into its sweepstakes for rips to the Banana Beach Resort in Belize.
On June 21, Coral Gables, Fla.-based Del Monte Fresh Produce NA is launching “Buy a Bunch, Lose a Bunch,” a campaign to promote bananas as a tool for losing and maintaining weight.
The company is providing in-store signage and new stickers on bananas to promote online sweepstakes and giveaways. Campaign materials use the slogan, “Eat Health. Live Healthy,” according to a news release.
The campaign combines traditional in-store signs with social and mobile media “to connect with consumers in our fast-paced, changing marketplace,” said Dennis Christou, vice president of marketing for Del Monte Fresh, in the release.
Del Monte is offering five trips to Belize to the Banana Beach Resort. Retailers can participate in a trip give-away by displaying the in-store signs and Del Monte bananas with the sweepstakes stickers. Signs and stickers direct consumers to www.fruits.com, a Del Monte site.
The other trips will be given through a new Facebook page, www.facebook.com/fanofbananas. The page has four banana-related tasks it calls challenges, including adding a Banana Diet badge to the user’s Facebook page, taking a banana survey, sharing a banana recipe and uploading a photo. Consumers who complete the tasks are entered into the sweepstakes; the more tasks completed, the more entries.
The company is also giving away $100 gift cards and other prizes, according to the release.
The campaign is scheduled to kick off with a Twitter event hosted by @MomCentral, the 16,000-follower Twitter network of Stacy DeBroff, founder and chief executive officer of Mom Central Counseling, author and brand spokesperson. The social media event June 21 includes a banana-related quiz.
To reach consumers on their mobile devices, Del Monte also plans to launch a free Fresh Lifestyles app for iPhone and Blackberry. The app features recipes, produce information, diet tools, games and downloadable coupons for Del Monte products, according to the release.
The company plans to keep the social media networks going after the campaign’s conclusion July 31. Future plans for the Facebook page include tips from nutrition and fitness experts, coupons, recipes, trivia and general information on bananas.