T&A looking to boost holiday sales of Artisan lettuce
by | October 19, 2010
From Nov. 1 through the end of the year, Tanimura & Antle's Artisan Lettuce
will be beautifully wrapped in a seasonal package as a key element for the
company’s nationwide Season’s Bringing promotion.
The integrated marketing program offers retailers merchandising impact with
an appealing package design and on-pack sweepstakes message that drives
consumers to a micro site, ArtisanLettuce.com.
Each week in November and December, visitors to ArtisanLettuce.com can
enter for a chance to win a $1,000 Visa gift card, and get recipe suggestions
for creative and healthy holiday salads for Thanksgiving, La Posada,
Hanukkah, Christmas and New Year’s. Winners will be announced weekly on
the Artisan Lettuce Facebook page.
"We’re excited to support new and existing retail customers with this high-
impact Artisan lettuce promotion during a critical time for department sales,"
Rick Antle, chief executive officer of Tanimura & Antle, said in an Oct. 8 press
release. “From Coca Cola to Kleenex, we know how much consumers are
drawn to seasonal packaging. Paired with eight chances to win $1,000 and
helpful recipe ideas, our objective is to drive repeat-store visits and
purchases while growing brand recognition for Artisan lettuce.”
With a growth trend that rivals that of Romaine hearts, Tanimura & Antle
Artisan lettuce offers more value, freshness, flavor, color, texture and variety
than bagged salads and other cut blends. Perfect for entertaining, each
clamshell of Artisan lettuce makes at least eight side salads and four
To announce the promotion to retailers, Tanimura & Antle leveraged a tiered
direct-mail program that has engaged both new and current customers.
“Buyers recognize the value of engaging consumers with the package, so the
response has been really positive,” Mike Antle, executive vice president of
Tanimura & Antle, added in the press release. “Our research shows that once
consumers try Artisan lettuce, they are likely to buy if it were carried at their
local grocer — and this effort entices trial.”