For the upcoming fresh pomegranate season, POM Wonderful will continue to invest in its health-focused marketing, reminding consumers that POM is the “Antioxidant Superpower” across digital, social, print and in-store point of sale, says Kaitlyn Dunagan.
Dunagan, associate brand manager at the Wonderful Company, said POM Fresh and Arils will return to stores this October, with QR code-enhanced POS bringing consumers to online recipes and a “How to open a pomegranate” video.
One way that retailers can better promote pomegranates is by increasing display area, she said.
“For POM Wonderful, displays are the No. 1 trigger for fresh pomegranate trial,” Dunagan says. “Making larger bin displays at the front of the produce section or in the lobby is a great way to drive sales and cue that the season has started, as fresh pomegranates and POM Pomegranate Fresh Arils are only available October to February.”
She said POM Wonderful offers four different ways to enjoy the antioxidant power of pomegranates – fresh whole pomegranates, convenient packages of POM Wonderful Pomegranate Fresh Arils, through the sweet yet tart taste of POM Wonderful 100% Pomegranate Juice, and five flavors of POM Antioxidant Super Teas.
Due to the fruit’s seasonal nature, there is pent-up demand for pomegranates that is only increased by Wonderful’ s multimillion-dollar investment in marketing communications.
“Pomegranates are generally purchased on impulse, so bin displays are essential to driving increased volumes,” Dunagan said. “POM Wonderful is the only pomegranate brand with a merchandising team putting up secondary displays with pop-up bins to help you sell more pomegranates, along with coupons to cross-promote the full family of POM products.”
