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California Giant’s ‘Fear the Beard and Love the Berry’ event a hit

California Giant Berry Farms teamed up with KNBR and the San Francisco Giants July 7 to cap off a six-week marketing campaign promoting berries and baseball.

The company set up a large tent in Willy Mays Plaza at entrance to AT&T Park in San Francisco with 2,500 containers of fresh strawberries to share with fans as they arrived for the game.

For two hours leading up to the game, fans received eight-ounce containers of fresh California Giant berries to enjoy as they waited in line to enter the park or eat once they settled into their seats gearing up for the game. Kids also had the opportunity to enter a free baseball clinic scheduled for August and hosted by the Major League Baseball Alumni and sponsored by California Giant.

Being avid Giants fans at California Giant, special posters and beards were created to celebrate the combination of the company’s delicious berries with the team’s closing pitcher, Brian Wilson, who is known for his substantial beard.

For one night only, many of the famous beards seen at all Giants games were covered in berries, and fans could not get enough of them.

“We definitely did not anticipate how popular our berry beards would be with the Giants fans here tonight,” Cindy Jewell, director of marketing for Cal Giant, said in a June 8 press release. “Next time we will need to be more prepared for the demand.”

Beards and berries were also distributed to all of the TV and radio announcers in the broadcast booths prior to the game; before the game even got started, there were requests for more.

“We were so pleased they enjoyed their gift packs we provided, and were very surprised they requested more beards and we were more than happy to share them,” Ms. Jewell added in the press release.