Berry marketers use cross-promotions, social media - The Packer

Berry marketers use cross-promotions, social media

05/04/2012 12:45:00 PM
Susie Cable

Retailer partners will have tags on the end of radio spots, and there will be activities at the ballpark.

Among the baseball sweepstakes prizes will be gift certificates to Play It Again Sports stores, Jewell said.

“We like Play It Again Sports because they’re locally owned, they encourage recycling and they make sporting gear affordable for families,” Jewell said.

Radio spots are to run throughout baseball season. The sweepstakes promotion is expected to run from July 4 into August.

In late April, judges chose winners in eight categories for the Sweet Taste of Spring recipe contest, which it held in partnership with kitchen accessories company Chef’n.

The grand prize winner was a recipe for blueberry corn fritters. All eight winning recipes will be featured on California Giant’s website, Jewell said.

The contest ran during March and into early April.

Jewell said the contest generated many good recipes, including some surprising and interesting ideas, such as spicy blueberry empanadas and potato blueberry dumplings.

In addition to contests, California Giant’s consumer-focused marketing strategies include social media sites Facebook, YouTube, Flickr, Twitter and Pinterest. For about two years, California Giant’s labels have featured Quick Response codes that consumers can scan with their smartphones.

Jewell said about two-thirds of the company’s website hits are generated through scans of those QR codes.

Gourmet Trading Co., Los Angeles, is pushing SuperBlues this season, said Julia Inestroza, marketing director.

SuperBlues blueberries measure a minimum of 19 millimeters. They are packed in 5, 10, and 16-ounce sizes.

Gourmet Trading offers its retailer customers SuperBlues point-of-sales materials to help promote sales.

It also promotes SuperBlues with an online list of serving ideas and recipes at, and through Facebook, Twitter, YouTube and Pinterest.

Gourmet Trading has ongoing social media photo and recipe contests, which started this spring, Inestroza said.

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