T&A Set to ‘Celebrate Summer’

As seasonal promotions have proved to be a key element in maximizing sales of Tanimura & Antle’s Artisan Lettuce, with the product’s recent “Get in Shape” program resulting in significant product distribution increases and several new retail customers, the Salinas, Calif.-based grower will roll out a “Celebrate Summer” campaign to support customers during a period of higher produce department purchases.

From May through July, consumers can take part in an on-pack weekly sweepstakes for $250 gift cards and recipes accessed by scanning a QR (Quick Response) code or visiting artisanlettuce.com. The promotion will run concurrently in Canada, with a bilingual label providing shoppers with summer salad recipes in English and French. T&A will also provide promotional point-of-sale materials.

“We found from our ‘Season’s Bringing’ promotion during the holidays that an on-pack sweepstakes is an excellent driver for consumer engagement,” said director of marketing Diana McClean. “The incentive drives shoppers to our websites and Facebook page where we offer additional information and have an opportunity to converse directly with them. We’re optimistic that the inclusion of the Canadian market and QR code will increase the number of consumers who respond to this program.”

“Our retailer partners appreciate the new packaging as a way to differentiate their department throughout the year,” added EVP Mike Antle, noting that “each Tanimura & Antle Artisan Lettuce promotional program we’ve offered has effectively built momentum behind this unique product and reached the end consumer.”

Growth in demand for its offerings has the company planning to double its production for fall.