“The major holidays also present excellent opportunities to promote pineapple and drive retail sales. Other than its natural complement to ham, pineapple can be used in a multitude of holiday dishes,” Dolezal said.
Other promotional efforts revolve around simply getting the attention of consumers by creating a fun display using point-of-sale materials.
“We offer a variety of customized POS materials, such as inflatable pineapples, nutritional informational, and price cards,” said Dennis Christou, vice president of marketing for Del Monte Fresh Produce, Coral Gables.
Social media and other online-based marketing strategies are aimed at interacting with younger audiences.
Dole has been successful at reaching consumers through its social media efforts on other fruits, such as through its Dole Bananas Facebook page, which has nearly 580,000 “likes.”
“We are looking to expand that in 2013 to address Dole’s fresh pineapples as well,” said Bil Goldfield, communications manager for Dole Fresh Fruit, Westlake Village, Calif.
In 2012 Del Monte Fresh created its unofficial mascot, Monte the Monkey, which has influenced various promotions on Facebook and in-store. Del Monte Fresh also has a website dedicated to interacting with children.
“Our website, fruits.com, has a kid-friendly section that hosts games, healthy eating tips and recipes that focus on both entertaining and educating children,” Christou said.
The company also tries to reach older children.
“We are currently running a spring break promotion with a strong social media foundation that is geared toward college students in an attempt to engage them with our brand,” Christou said.