To celebrate National Tomato Month this October, Mastronardi Produce’s Sunset brand is launching a playful new “Certified Tommalier” campaign that borrows from the world of wine sommeliers to educate consumers on how to taste, store and pair tomatoes like certified pros.
Sunset says a Tommalier is a tomato sommelier: a tomato expert who can taste and distinguish between tomatoes, understands flavor nuances, and selects the best tomato to complement any dish.
The premise is that tomatoes vary in flavor as much as wine does, each with its own sweetness, acidity and crunch, says the Kingsville, Ontario-based greenhouse grower. Sunset Certified Tommaliers will receive a commemorative certificate for their enthusiasm, which Sunset says is “either very silly or long overdue, depending how much you care about tomatoes.”
The social-first campaign will invite key influencers to work through a guided tomato flight, investigate flavor pairings and share their expertise with others online and offline.
“We’ve built the Sunset tomato lineup by delivering flavor and freshness consistently,” says Paul Mastronardi, president and CEO at Mastronardi Produce. “What we haven’t done is give consumers the language to talk about it. That’s what a Tommalier learns, and we think it changes how shoppers look at and select tomatoes.”
The flight features the Sunset Bombs family, including Flavor Bombs, Honey Bombs, Lolli Bombs, and Sugar Bombs, alongside the new Sunset Tomato Branch.
Supported by PR initiatives, creator partnerships, in-person activations and retailer promotions, the campaign will run throughout October, launching with an Instagram miniseries talking all things tomato and hosted by Milla Mastronardi.
Consumers are encouraged to follow along at home and try the Sunset tomato flight with friends and family. The certification is open to anyone who follows along on social media throughout the month.
Sunset describes its “Tommalier” tomato lineup as follows:
· Flavor Bombs: The signature sweet and rich red cherry tomato. Also available in a certified organic option.
· Sugar Bombs: Bright red tomatoes with an intense, sweet flavor.
· Honey Bombs: Golden tomatoes known for a honey-crunch sweetness.
· Lolli Bombs: A sweet, bite-sized snacking variety on the vine.
· Sunset Tomato Branch: Delicately packaged on-the-vine and bursting with sweetness. Perfect for snacking, salads and charcuterie boards.
The Sunset Tomato Branch will make its show floor debut at the Global Produce & Floral Show later this month, where attendees will get the first look at the new 18-ounce format, says Peppe Bonfiglio, Mastronardi Produce vice president of sales.
