California Grower Increases Sales With Seasonal Package Design

Just about halfway through Tanimura & Antle’s Artisan Lettuce “Season’s Bringing” promotion, which will run through Dec. 31, the company is growing sales, customers, and consumer response. Experiencing dramatic increases in same store sales with some retailers reporting more than times their normal sales, the cohesive “Season’s Bringing” program is engaging retailers and consumers alike.

A seasonal package design with an on-pack consumer sweepstakes, promotional pricing, direct mail to produce buyers, efforts during this year’s PMA Fresh Summit and social media are all leveraged as a cohesive effort to bring added value to retailers and consumers. Promotional pricing and a high impact package have effectively opened the door for new retail customers while the on-pack sweepstakes has measurably engaged consumers with the product. Driving consumers to ArtisanLettuce.com, each week in November and December Tanimura & Antle is giving away a $1,000 VISA gift card and announcing winners on Facebook.

As a result of the sweepstakes, the Artisan Lettuce Facebook fan base has jumped nearly 25% in just four weeks. Even better, consumers are using the medium to voice their loyalty for the product, and in some cases—frustration that it’s not carried in their local grocer. One consumer writes “Have never been moved to write about greens before, but this product is awesome, and so reasonably priced! Thank you.” Another noted, “Just so you know how serious I am, I drove over thirty minutes each way just for your lettuce for my Thanksgiving salad!”

Source: Tanimura & Antle press release