I Love Produce is encouraging the use of its Monster Garlic to make spooky characters. ( Courtesy I Love Produce )

Garlic grower-marketer I Love Produce is promoting its Monster Garlic brand with a Halloween Promotion called OctCLOVErfest, partnering with Elvira, aka Mistress of the Dark.

“Garlic is already associated with Halloween,” Jim Provost, I Love Produce president, said in a news release. “In legends, it’s used to scare off vampires and evil spirits. Since we have a unique product called Monster Garlic, making the most of the Halloween season just makes sense.”

OctCLOVErfest promo materials include in-store display boxes with Halloween designs and a retail tag. Standup photo displays, shelf talkers, and in-store radio spots feature Elvira, Mistress of the Dark.

“I’ve always been a fan of Elvira, and when we reached out to her, it turned out that she was a fan of our promotion too,” Provost said in the release. “We’re so happy to be working with her to help make Monster Garlic the official garlic of Halloween."

The OctCLOVErfest campaign encourages the decorating of Monster Garlic bulbs. The extra-large bulbs have white, paper-like skins. In-store tear-pad instructions and branded online videos will instruct families on ways to decorate the garlic bulbs, according to the release.

“Our OctCLOVErfest promotion is bringing new excitement, and new consumers, to Monster Garlic,” CEO Neil Millman said in the release. “We recommend cross-merchandising Monster Garlic with decorating supplies such as non-toxic food coloring and markers to provide added convenience for the consumer, and additional sales for retailers.”

Monster Garlic is jumbo white garlic from Spain. It creates a seasonal opportunity as an addition to other Halloween-themed items in the produce department such as pumpkins, maize corn and candied apples, according to the release.

OctCLOVErfest includes instructional videos that are sharable on multiple social platforms and consumers are encouraged to share photos of their creations and in-store pictures with Elvira’s standup displays. Elvira will share the promotion with her hundreds of thousands of fans online.

I Love Produce will display OctCLOVErfest materials at booth No. 2008 at the Produce Marketing Association’s Fresh Summit Oct. 19-20 in Orlando, Fla., as well as in the “4 Kids Showcase” at the event.

Submitted by Henry on Tue, 10/16/2018 - 15:08

Not exactly a new approach in the garlic biz.......