The National Watermelon Promotion Board has kicked off its 16th annual Watermelon Retail Merchandising Contest, inviting retail chains, indies and commissaries to compete for over $10,000 in cash and prizes, according to a news release.
NWPB says the grand prize winner will receive $5,000, with $2,500 awarded to the second place, $1,000 for third place and $500 each for three honorable mentions.
To capture the early summer market when watermelon demand is on the rise, the Winter Park, Fla.-based board has launched the contest a month earlier this year. The first 25 entries will receive a $15 gift card as an early-bird incentive, the release said.
As part of its continued collaboration with Tajín for the 2024 season, NWPB says the first 100 entries featuring watermelon and Tajín seasoning in their in-store displays or across social, digital, print and web marketing efforts will each receive a $20 Amazon digital gift card.
“We are excited to infuse our contest with an extra ‘zing’ through our partnership with Tajín,” Juliemar Rosado, director of retail and international marketing, said in the release. “Combining watermelons with Tajín enhances a variety of dishes and cuisines, offering a fantastic opportunity for cross-merchandising promotions to showcase the unique benefits of both products.”
The combination of watermelons and Tajín creates interest in both products, said Eric Patrick, partnership brand manager.
“Our enduring collaboration with NWPB consistently delights consumers,” Patrick said. “We look forward to seeing the creative merchandising and marketing strategies from retailers of all sizes this year.”
Retailers can enter by submitting their entries, including photos, links, screenshots and more online or via email. All entries must be received or postmarked by midnight Eastern on Sept. 13. For more information, including official contest rules and entry forms, visit the Watermelon Retail Merchandising Contest page or contact NWPB at retail@watermelon.org.
