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Cal Giant covers all bases with new promotion

by press release | May 27, 2011

Just in time for summer fun and delicious berries, California Giant Berry Farms has teamed up with America’s favorite pastime for its new Giant Fans of Baseball promotion, running from May 23 through July 11.Cal Giant

With tie-ins to the San Francisco Giants and the Major League Baseball Players Alumni Association, the program includes a comprehensive lineup of supporting elements that engage consumers and support youth baseball.

Each aspect also reinforces messaging about summer availability of California Giant berries and the many ways family and friends can share them while celebrating summer events.

The promotion kicked off close to home at AT&T Park, home of the world champion San Francisco Giants. California Giant is running radio ads during each Giant’s game broadcast on KNBR between May 23 and July 7, reaching thousands of fans with its message of pairing world champion baseball with world champion berries.

During this time, KNBR will advertise a giveaway of 50 California Giant berry gift packs to a youth group or camp. On July 7, the company will host an event in Willie Mays Plaza at AT&T Park to celebrate Summer Camp Day for kids when the Giants take the field against the San Diego Padres.

In a philanthropic partnership with the Major League Baseball Players Alumni Association, California Giant is sponsoring its Legends for Youth Clinic in San Francisco this August and will give away tickets at the Giants Summer Camp Day July 7. Offered free to kids age 6 to 16 all over the country, the MLBPAA Youth Clinics bring in Major League Baseball legends as role-model coaches to teach kids baseball and life skills in a fun and positive environment.

In addition to local activities, California Giant is launching a national sweepstakes hosted on its highly trafficked promotion page,, where seven weeks of prizes will be awarded.

In another effort to support youth baseball, the Giant Fans of Baseball sweepstakes will offer gift cards to The Sports Authority for team gear and the chance to have California Giant sponsor hometown Little League teams. There is also a challenge to baseball fans to help California Giant finish a compilation video for the classic seventh inning stretch song, Take Me Out to the Ballgame.

“There are several moving parts to this promotion that will really engage the consumer and promote our berries as an essential part of summer activities, whether tailgating at a major league game or sharing fresh Cal Giant berries as a snack after kids’ Little League Baseball games in the park,” Bill Moncovich, president and chief executive officer of California Giant, said in a May 23 press release.

To maximize exposure of the Giant Fans of Baseball campaign, the company will leverage QR codes on all California Giant packaging as well as Facebook, Twitter, YouTube and digital advertising.

Through focused efforts, in these areas this year, including the Spring In Your Step campaign, the company is seeing a tremendous increase in consumer engagement and awareness.