Hollandia Produce launches new merchandising program

HollandiaProduce,L.P. announced the launch of its new merchandising campaign aimed at national and independent retailers. The campaign called “A Better Butter Lettuce” includes shelf- wobblers, on-package recipe labels, and a consumer-based microsite (www.lettucerecipecontest.com), where consumers can download additional recipes and enter their own recipes for a chance to win a $1,000 Williams-Sonoma giftcard grand prize.

The campaign aims to help consumers better understand how to use its Live Gourmet® Living Butter Lettuce in a variety of meal options and as a substitute for other lettuce varieties and, most importantly, drive in-store traffic. Six different flag-tag style recipe labels will be applied to the product’s clamshell package, and rotated bi-monthly to keep the campaign fresh and appease different palates.

The campaign includes recipes for A Better Butter: Salad, Sandwich, Smoothie, Caesar, Wedge, and Wrap. All recipes can be made from the label instructions or downloaded from the campaign microsite.

“We very excited to launch this campaign. We value our retail partners and are always looking for new opportunities to help drive in-store traffic and build brand loyalty. We believe this campaign will accomplish both objectives,” noted Vincent Choate, director of Marketing for Hollandia Produce.

The consumer recipe contest runs through July 31, 2015 and is being supported by additional online advertising and social media outreach. The branded microsite also includes a store locater app to help consumers easily and quickly find a local retailer where they can purchase the LiveGourmet® brand. For retailers not presently listed on the microsite but interested in participating are encouraged to contact Hollandia Produce for details.

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