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Seasonal promotions have proven to be a key element in maximizing the sales of Salinas, CA-based Tanimura & Antle’s “Artisan” lettuce. The most recent “Artisan” lettuce Get in Shape program was credited with significant increases in product distribution and attracting several new retail customers. As a result, the growth in demand has the company planning a doubled production for the fall.

artisanTanimura & Antle has announced its new Celebrate Summer promotion to support customers during a key purchase time in the produce department.

Running from May through July, the Celebrate Summer program engages consumers with an on-pack weekly sweepstakes for $250 gift cards and recipes accessed by scanning a quick-response code or visiting artisanlettuce.com. The promotion marks the company’s first entry into the Canadian market, with a bilingual label offering consumers summer salad recipes in both English and French. The company is also offering promotional point-of-sale materials to interested retailers.

The new Celebrate Summer packaging was on display April 13-15 at the Canadian Produce Marketing Association trade show in Montreal.

“We found from our Season’s Bringing promotion during the holidays that an on-pack sweepstakes is an excellent driver for consumer engagement,” Diana McClean, director of marketing, said in an April 8 press release. “The incentive drives shoppers to our web sites and Facebook page, where we offer additional information and have an opportunity to converse directly with them. We’re optimistic that the inclusion of the Canadian market and QR code will increase the number of consumers who respond to this program.”

Mike Antle, executive vice president, added in the release, “Our retailer partners appreciate the new packaging as a way to differentiate their department throughout the year. We’re pleased that each Tanimura & Antle ‘Artisan’ lettuce promotional program we’ve offered has effectively built momentum behind this unique product and reached the end consumer.”