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Cal Giant brings Wimbledon to N.Y.C.'s Rockefeller Center

by | July 08, 2009
Watsonville, CA-based California Giant Berry Farms just spent a week in Rockefeller Center bringing the authentic Wimbledon experience to fans in the heart of New York City as part of a promotion with the HSBC Presents Wimbledon 2009 at Rockefeller Center event.

Throughout the week, partners in the promotion gave fans a taste of all the tournament has to offer including the famous tradition of enjoying fresh strawberries and cream.

The New York portion of the program kicked off Monday, June 22, with former world No. 1 ranked players Jim Courier and Jennifer Capriati enjoying fresh California Giant strawberries on the grass tennis court that was specially developed for the event. Complementary activities during the week included live daily Wimbledon broadcasts on a jumbo screen with viewing bleachers, public grass court play, and carts serving the traditional English- style strawberries and cream compliments of California Giant Berry Farms.

California Giant provided 75,000 strawberries for the public to enjoy at strawberries-and-cream carts in the outdoor viewing area. California Giant also provided healthy eating advice to children from the City Parks Foundation at a June 23 tennis clinic, where Mr. Courier met with young players.

This major publicity event served as a platform for California Giant to promote its The Sweetest Match promotion and national sweepstakes, which began June 1 and which will run through July 31. The effort is held in conjunction with its partner the Tennis Channel. For the second year in a row, the two brands appear together on California Giant clamshells, point-of-sale materials and trade advertising, and on line. The grand prize for The Sweetest Match is a trip to Wimbledon in 2011.

The Tennis Channel featured its coverage of the Wimbledon Championships during this sweepstakes promotion, broadcasting over 100 hours of programming dedicated to the two-week event that ended July 5. Coverage also featured two new 30-second television commercials now running that promote California Giant strawberries complete with athlete testimonials.

"The opportunity to participate in these exciting activities nationally and in New York City really helped to reinforce our messaging at California Giant about the importance of combining diet and exercise as part of a healthy lifestyle," Bill Moncovich, president and chief executive officer for California Giant Berry Farms, said in a June 29 press release. "As a grower-shipper of fresh berries, we are proud to contribute to the health of American consumers by providing abundant, healthy and delicious products."