California Giant Berry Farms just launched a new consumer-based campaign called “Follow Us to Our Farm” as they call attention to the item-level traceback program in place on their fresh berries.
Over four years ago the company made the commitment to invest in item- level traceability on their fresh berry clamshells as part of their comprehensive food safety program. Trading partners have enjoyed the fact that each California Giant berry clamshell can be traced back to the farm using the unique 16 digit code at the bottom of each container.
Trace back code at the bottom of each container/clamshell
As part of an expanding conversation California Giant marketing staff has with their shoppers on a daily basis, they decided to build a consumer sweepstakes focused on this traceback component on each container. Personalized emails were sent right after the first day of Spring to California Giant shoppers in their database that said:
"Spring has arrived, along with the opportunity to Follow Us to Our Farm for a chance to win! Throughout the peak of strawberry season, lucky winners will win a $100 Visa gift card by entering the 16-digit code from their California Giant strawberry containers and virtually visiting our sweet-smelling fields. Plus, an additional grand prize winner will receive a $250 Visa gift card! Simply follow these steps when you purchase California Giant strawberries."
Engaging with customers
“Since the emails were sent to existing California Giant customers, chances are they already have our berries in their fridge or on their shopping list. This is one more way engage and keep building trust with our consumer base”, says Cindy Jewell, VP of Marketing for California Giant. Once shoppers enter the code on the website they are taken to a landing page with information on which region their berries were grown, where they also see photos from the farm, featured recipes and more.
The campaign will run from March through September enticing shoppers to visit www.calgiant.com and trace their just purchased California Giant berries back to the farm.
Cindy Jewell
Vice President of Marketing
California Giant Berry Farms
Tel. (831) 728-1773