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Cal Giant TV spot helps ring in spring

by | March 08, 2010
California Giant Berry Farms in Watsonville, CA, will run a 30-second television commercial in 26 U.S. markets on March 19 heralding the first day of spring.

The company's TV commercials, which feature its president, Bill Moncovich, will air on major network affiliates leading into the weather report during the morning news hour to help generate excitement for this change in seasons across the country and the beginning of peak strawberry season in California. In addition to the TV spots, the company will be delivering fresh California Giant strawberries to the weathermen at the 26 television stations to include in their broadcast. Since the first day of spring arrives on Saturday, March 20, the product deliveries and the advertising will run on Friday to ensure higher viewership of the messaging. The company chose this year to launch this campaign due to the significant weather disruptions felt across the country this winter.

"We are excited about running the campaign this spring since most of the country has had several months of severe adverse weather conditions" Mr. Moncovich said in a March 9 press release. "Many of our retail customers and consumers are really looking forward to the end of this winter season, and we hope our campaign will signal a change for the better." The California Giant television commercial features Mr. Moncovich in one of the company's strawberry fields surrounded by bright red berries on the plants and the California sun shining in the background. He encourages viewers to visit the company web site and provide feedback on how they plan to enjoy California Giant berries this season. Some key markets airing the spot include cities hardest hit this winter, such as Boston, Pittsburgh, Baltimore, Des Moines, IA, Portland, ME, and Kansas City, MO.