Mastronardi Produce flips for Mother’s Day strawberry campaign
Greenhouse grower Mastronardi Produce has launched a limited-edition WOW MOM strawberry pack for Mother’s Day, featuring the WOW brand’s Dreamberry strawberries — a ruby red variety with a classic strawberry flavor.
Marketing of this special pack includes Mastronardi’s WOW wordmark and flips it upside down to read “MOM,” with the callout “You’re the sweetest."
“We’re so excited to celebrate moms with the WOW MOM campaign,” Andrea Meloche, innovation manager with Mastronardi Produce, said in a news release. “We produced an eye-catching label that will make these exceptionally sweet strawberries a special gift for the sweetest woman in your life.”
The company says it also swapped the traditional black WOW label for bright purple and spring-inspired colors.
“We expect that the branding differentiation, combined with a fun suggestion to surprise mom, will encourage impulse purchases and increase berry consumption,” Meloche said. “Not to mention, offering a fan-favorite product for everyone’s favorite person seemed like a perfect match.”
Mastronardi says the limited-edition WOW MOM strawberry pack will hit stores April 29 and that a retail and social media campaign is planned.
The company says it will display the WOW MOM strawberry packs at booth No. 1130 at the Canadian Produce Marketing Association Convention and Trade Show, set for April 23-25.
