SALINAS, CA – Royal Rose Radicchio campaign Salads for Adults ™ is building momentum in the retail arena. Grocers like the appearance of the Retail Band around the individual radicchio heads, as well as the corresponding recipe suggestions on each band. The UPC (Universal Product Code) facilitates easy check-out for store employees. Finally, the band has a QR (Quick Response) code on each band that consumers can simply scan with their smartphones. The QR code takes shoppers directly to a promotional mini-site that is optimized for mobile devices with QR code readers. This website http://saladsforadults.radicchio.com allows shoppers to immediately reference a library of Salads for Adults ™ recipes and ‘how to’ videos. It will also allow for in-store couponing and cross-promotions in the future.
Having recipes instantly at a shopper’s disposal means that they can purchase ingredients beyond the produce aisle in a single trip to the grocery store: cheeses, protein, nuts, and, in this case, alcohol. Intrigued by Tequila? Love Sangria? Royal Rose incorporates adult beverages into its new adult salad recipes. Identification required.
Royal Rose Radicchio would like you to think beyond the traditional green salad, and has compiled a new website full of chef demonstrations and professionally developed Salads for Adults ™ recipes for consumers to access from virtually anywhere. Prop up your tablet in the kitchen, download a recipe on your smartphone from inside the grocery store, and interact with other Royal Rose Radicchio fans from any optimized mobile device. Recipes and chef demonstrations will be continuously updated on the site, so there is always something new to view at http://saladsforadults.radicchio.com.
Background on Royal Rose The Company:
The “Salad Bowl of the World” gained some much-needed color, flavor and crunch in 1993 with the formation of Royal Rose LLC of Salinas, California. It proved to be the perfect combination “Old World vegetable meets New World agriculture power” and the results have been delicious.
Royal Rose took to growing and shipping four varieties of radicchio, a member of the chicory family that is revered in Italy and throughout Europe as a fresh, zesty addition to salads, pastas, pizzas and more. The vibrant color, pleasing bitterness and unmistakable crunch come together to form a unique addition to any meal.
It all started when Italian farmers Lucio Gomiero and Carlo Boscolo teamed up with Salinas Valley growers. With the packaged salad revolution about to explode, the timing couldn’t have been better. Royal Rose turned a seasonal vegetable into a year-round treat, following the sun through four growing regions to supply the growing market with field-fresh radicchio.
Led by company president Dennis Donohue (who also happens to be current mayor of Salinas), Royal Rose’s Fresher-Bigger-Better program reflects an ongoing commitment to educating consumers about the vegetable’s versatility and freshness. Royal Rose is also committed to education. Its marketing campaigns “Radicchio Bites Back” and “What's A Salad Without Radicchio?” reflect an ongoing commitment to promoting and popularizing radicchio in the American marketplace.
Radicchio has begun to enjoy mainstream acceptance by consumers. McDonald’s now includes radicchio in its premium salads in many markets, and chefs all over the country have come to look beyond the salad, holding the versatile vegetable in high esteem and using it raw, grilled or sautéed and in a variety of specialized dishes.
Royal Rose Radicchio’s newest marketing campaign “Salads for Adults” ™ offers the Foodservice arena a new high-end, high-nutrition line of starters for the bar and restaurant. “Salads for Adults” product packaging and recipe cards are available for Retail outlets as well so that consumers see consistent messaging. Professionally developed recipes, social media applications, and cooking demonstration videos will support the campaign on the Royal Rose website www.radicchio.com.
Source: Royal Rose, LLC
