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T&A promotes new ‘Celebrate Summer’ campaign at CPMA

by John Groh | April 22, 2011

MONTREAL — Tanimura & Antle is looking to capitalize on its recent successful campaigns with its new “Celebrate Summer” promotion for its Artisan Lettuce line.


T&ARick Antle, chief executive officer of Tanimura & Antle, was the face of T&A’s ‘Celebrate Summer’ promotional campaign during the CPMA expo.
Past seasonal promotions have been essential in maximizing sales for the Salinas, CA-based shipper’s Artisan Lettuce product, according to Diana McClean, director of marketing.


The “Celebrate Summer” program, which was the key element at Tanimura & Antle’s booth during the Canadian Produce Marketing Association expo, here, involves separate promotions for U.S. and Canadian residents.

Artisan Lettuce packs are equipped with quick-response codes designed to be used with a smart phone. After scanning the code, a person selects his or her country of residence. U.S. residents are eligible to enter a sweepstakes with a grand prize of $250 per week for 13 weeks, from May to the end of July, which coincides with the “Celebrate Summer” promotion period. Canadian residents are not eligible for the sweepstakes but can browse the web site for usage ideas and recipes in English and French.

Ms. McClean said that the promotional labels are designed to get consumers to try the product. “Our experience has shown that once people try it, they will buy it again,” she said. “And aside from more traffic and repeat sales, the colorful packs give retailers a visually appealing aspect to their produce department.”