Watsonville, CA – As peak berry season arrives, so does another giant year of marketing initiatives from California Giant Berry Farms. Kicking off 2012 with a new website and a tremendously engaged consumer fan base from last year’s efforts, California Giant has developed an innovative marketing plan to build on its momentum. Two key programs: “The Cool Factor” cold chain training video series and a “Sweet Taste of Spring” online recipe contest will serve as the launching point for the company’s year long activities planned to engage both consumers and trade partners.
“Practicing proper cold chain management is critical to the profitability of our fresh strawberries, blueberries, blackberries and raspberries. Training is essential, and we’re here to offer quick and valuable information that drives our retail partners’ success,” explained Anthony Gallino, VP of Sales for California Giant. “The videos will be available on YouTube, as well as by request on DVD— just in time for the warmer temperatures when achieving “The Cool Factor” is increasingly important,” Gallino continued.
The “Sweet Taste of Spring” recipe contest is in response to the #1 request of the company’s loyal consumers: more recipes! Offering great prizes and national notoriety, the contest will include a social media effort and blogger contest. This is the first in a variety of seasonal consumer-focused promotions lined up. In keeping with the giving back tradition of California Giant, several charitable programs are also planned.
Seeing huge success last year with focused consumer marketing programs leveraging social media—California Giant has increased Facebook “likes” by over 100% to reach over 20,000 fans, built hundreds of Twitter followers, and have thousands of YouTube video hits. The company is also continually building a base of bloggers to communicate with and engage in promotions to extend reach and build loyalty to the brand.
A critical driver of traffic has been the QR code on the millions of California Giant Berry Farms clamshells in the market. “It’s amazing to see literally thousands of consumers scanning our QR code each week to enter our sweepstakes and learn about our company and promotions. We started this program a year ago as an early adopter and the growth pattern proves we are successfully growing awareness,” said Cindy Jewell, Director of Marketing. “We are firmly committed to reaching the consumer, and the QR code has been a powerful tool in that effort.”
Staying atop the cutting edge of all things social media, California Giant is gearing up for a presence on the newest social media phenomena, Pinterest. As Jewell notes, “We’re committed to continue our position as a brand who connects with consumers where they’re connecting with each other. Promotions and social media are a great platform to push our message of health, fitness and getting involved in the community.”
Source: California Giant Berry Farms
