Companies use online campaigns to push berries

07/26/2013 02:35:00 PM
Melissa Shipman

Social media and other online campaigns are popular for marketing berries.

Watsonville, Calif.-based Driscoll’s has a national promotion planned for the summer that features an online photo sharing contest, based on the trend of sharing photos of social media sites.

“We’ve combined two things people love to do — eat berries and share photos,” Frances Dillard, director of marketing, said in an e-mail.

The contest is meant to celebrate the fun moments that berries play in consumers’ lives, according to Dillard.

In addition, Driscoll’s wants to take advantage of the popularity of sharing photos online.

“We are latching onto the digital marketing trend that is now ruled by the irresistible sharing of vivid imagery,” Dillard said.

Thousands of entries have already been submitted, she said.

The contest is set to run through Aug. 30, with a grand prize of $2,500 and daily prizes of free berries.

 

Naturipe

Naturipe Farms LLC, Estero, Fla., recently finished a Facebook contest that encouraged consumers to enter recipe ideas that featured strawberries.

“We invited them to clean out their cupboards, so to speak, and come up with their best recipes as a spring cleaning challenge,” said Kyla Garnett, marketing manager.

The winner of the contest, which was voted on by consumers as part of the social media campaign, was awarded six months of free house-cleaning services.

Naturipe also promoted the contest on blogs.

“We encouraged bloggers to talk to their audiences about the contest,” Garnett said.

More than 45 entries were received through the website.

The contest began May 24 and ended the week of July 4.

 

Well-Pict

Well-Pict Berries, Watsonville, Calif., recently completed a Pinterest campaign called “Pinning is Slimming,” said Julie Lucido, marketing director at Marketing Plus, Fresno, Calif., on behalf of Well-Pict.

“It was a Pinterest scavenger hunt where consumers had to hunt down Well-Pict summer recipes and re-pin and share them, after which they were entered to win a $100 grocery card,” Lucido said.

An upcoming promotion will focus more on Facebook but will also include Pinterest and Twitter.

“It’s the Berry Tasty Dash, which is a play off of ‘The Amazing Race.’ It’s an interactive race, complete with a cast of berry characters. Fans will follow the characters to know where they can find them in stores,” Lucido said.

The contest will allow Well-Pict to interact with customers and retailers on a personal level, according to a news release.

It also provides the opportunity to share healthy recipes and eating tips to a large group of followers.

The race is set to run through Aug. 19.



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