California Giant debuts election-themed berry campaign

Watsonville, Calif.-based California Giant Berry Farms has launched an online marketing campaign that aligns with the run-up to presidential election and invites consumers to vote red or blue - for strawberries or blueberries.

Those participating in the berry election enter a sweepstakes that gives California Giant an opportunity to learn more about them, according to a news release.

The company has a database of consumers who have opted to receive its offers, newsletters and other material, and at the time of opt-in California Giant gathers basic demographic information. With each new offer or sweepstakes, the company asks more questions, gathering information about shopping preferences, specific berry preferences, and how often consumers want to receive information, among other topics.

The sweepstakes will have seven winners, and the prizes that will be awarded are one $500 cash gift card, one $250 cash gift card, and five $100 cash gift cards.

"Ultimately the promotion is focused on California Giant berries and building a stronger network of influencers and shopper contacts that help to continually improve ongoing relevant communication, while having a little fun along the way," Cindy Jewell, vice president of marketing for California Giant, said in the release.

The timing of the contest, which will run for two months, is also designed to highlight the availability of berries into the fall and winter months.