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
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