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California Giant Berry Farms launches Sweet On Sports promotion

by | March 23, 2009
WATSONVILLE, CA -- California Giant Berry Farms is teaming up with two heavy hitters -- the Major League Baseball Player Alumni Association and the Tennis Channel -- for a Sweet on Sports promotion this spring.

The retail promotion includes separate programs featuring each partner for a total of 20 weeks. Sweet on Sports supports the healthy, active lifestyle consumer message that California Giant said it promotes through its full line of berries.

From April 1 through May 31, California Giant clamshells will feature "A Sweet Lineup" with the Major League Baseball Player Alumni Association. In addition to the packaging, the promotion is supported with multimedia, point-of- sale, trade advertising and a consumer sweepstakes with an exciting grand prize. One lucky consumer will win a youth baseball clinic for up to 200 kids ages 6-18, hosted by former Major League Baseball players.

"We're very enthusiastic about this promotion," Christopher Torgeson, vice president of the alumni association's Major League alumni marketing, said in a March 23 press release. "Like California Giant, our organization supports healthy, active lifestyles; this opportunity was a natural fit for us."

The grand prize is being donated by the alumni association as a part of its Legends for Youth clinic program. The clinics give children an opportunity to acquire life skills and baseball fundamentals from some of baseballs brighter past stars. Over the past five years, the Legends for Youth clinics have reached over 15,000 children across the country and the Caribbean.

Starting June 1 and ending July 31, California Giant is teaming up with the Tennis Channel for The Sweetest Match promotion. For the second year in a row, the two brands will appear together on California Giant clamshells, point-of-sale and trade advertising as well as on-line. The grand prize for The Sweetest Match is a trip to Wimbledon in 2011.

The Tennis Channel is featuring its coverage of the Wimbledon Championships during this promotion. The network will broadcast over 100 hours of programming dedicated to the two-week event. "The response to the promotion last summer was very positive," Robyn Miller, the Tennis Channels senior vice president of marketing, said in the press release. "We're looking forward to another successful year."

In all, 2.5 million packs of strawberries per week will feature Sweet on Sports in national and regional chainstores. The promotion will also leverage various media efforts geared toward increasing traffic to participating retail locations. All contest information, including entry forms, recipes and rules, may be found at

Sweet on Sports hits stores in spring, just as California Giant strawberries enter their peak season. Knowing that consumers are tightening their belts with grocery shopping, California Giant said that it is positioning its berries as essential fruit. Packed with antioxidants, Vitamin C and other important nutrients, consumers can feel good about adding California Giant berries to their shopping carts in 2009 as a valuable addition to a healthy lifestyle.

As consumers increasingly scrutinize their purchases in the produce department, California Giant continues to support retail customers with promotions like Sweet on Sports. "We know that retailers are sensitive to the economic situation and consumers' attention to value," Cindy Jewell, director of marketing for California Giant, said in the release. "As a company, we have developed several initiatives like this one to prove our commitment of supporting their bottom line."