Berry Producer Plays With Giants
California Giant Berry Farms, a year-round producer of fresh strawberries, blueberries, blackberries and raspberries, has introduced the summer “Giant Fans of Baseball” consumer promotion in time for peak berry and baseball season.
Through Aug. 19, consumers can enter the Giant Fans sweepstakes weekly for the opportunity to win a $100 gift card to Minneapolis-based national sports equipment retailer Play it Again Sports. To participate, consumers can scan the QR code on California Giant Berry Farms’ packaging, or visit the grower’s website or Facebook page. California Giant is also offering novel ways to incorporate berries into game day while inviting consumers to share their own recipes.
The company first rolled out the Giant Fans promotion on its social networks last summer, in conjunction with its sponsorship of youth summer and baseball camps, aided by advertising on Bay Area radio station KNBR and the popular MLB season. Since the promotion was such a big hit with both consumer and trade audiences, California Giant decided to run program again this summer. Through the promotion, California Giant shares its support for youth sports and America’s favorite pastime while positioning its berries as a healthy addition to game-day snacks and appetizers.
As well as the weekly sweepstakes, San Francisco-area consumers can attend Junior Giants Day on Aug. 12 at two locations in the AT&T Park, featuring 4,000 Junior Giants players and coaches, at which California Giant will give away fresh strawberries to fans while supplies last. Similar events are also planned this summer at baseball stadiums outside the San Francisco area.
Proud of its history of promotions employing innovative promotion opportunities, co-partnerships, social media and consumer-focused Web content, the company has recently rebranded its blog, The Buzz, to enhance consumer enjoyment, knowledge and engagement.
“We strive to create dynamic, two-way communications with our consumers and share those successes with our retail partners,” said Cindy Jewell, director of marketing for Watsonville-based California Giant Berry Farms. “We use promotions like Giant Fans of Baseball to connect with our consumers in unique ways, by engaging in conversations about the things they are directly interested in.”