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College-focused promotion exceeds Cal Giant’s expectations

California Giant Berry Farms just completed their first ever Back to School campaign targeting college age students with overwhelming results. The campaign ran August 15 through September 30 tapping into this audience headed to college for the first time or going back to school this fall. The results far exceeded expectations on all fronts with contest entries, downloads of a custom e-book and those that opted into California Giant’s database to receive additional information. 

California Giant launched this campaign specifically to entice young adults with both an e-book chock full of easy-to-make food ideas and hacks, as well as giving away two $150 Visa gift cards and one $500 Visa gift card in a sweepstakes. “This program was really based on feedback received in a brief survey conducted on social media along with real world experiences from our Marketing Coordinator, Morgan Maitoza, a recent college graduate” says Cindy Jewell, VP of Marketing. “Timing of this type of promotion also hits home with many families here at Cal Giant with kids and grandkids going to college this year for the first time” adds Jewell. 

By the end of the six-week campaign, California Giant Berry Farms received over 120,000 entries into the sweepstakes, 20,000 downloads of the e-book and over 4,000 new contacts that opted in to the company database as new customers. This program was facilitated solely through social media channels and database contacts. These results clearly showed the company that this audience is hungry for fresh solutions and wants a lot more information in the future. 

The new Fresh Start: College Edition is just the beginning of a conversation between California Giant and young adults between 18-25 that are trying to find solutions on how to stay healthy on a budget and learn to shop on their own. The company plans to continue to engage this valuable consumer to better support their future shopping behavior and win their brand loyalty. 

Cindy Jewell 
California Giant Berry Farms 
Tel. (831) 728-1773 

Publication date: 10/10/2017


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