The National Watermelon Promotion Board has invited all retail chains, independent retailers and commissaries to submit entries to their 12th annual Watermelon Retail Merchandising Contest. Unlike years past, where in-store displays were the focus, the 2020 contest shifts to a watermelon merchandising effort that includes displays but also encourages mixed marketing tactics. The contest will start in July to honor National Watermelon Month and run throughout the month of August and is used by NWPB to encourage and identify retailers who are showcasing watermelon’s benefits including health, value and versatility.
“Total marketing efforts are more important as consumer habits change and the retail space changes with it,” said Juliemar Rosado, Director of Retail and International Marketing for the NWPB. “It is always our goal to not only be a resource but a partner, and with that comes looking at overall promotional efforts at retail during the customer’s path-to-purchase as well as inside the store.”
Watermelon of any kind can be included in the promotion, including whole, fresh-cut, mini watermelon, yellow and red or any mix thereof. Marketing efforts considered in judging will include category visibility, point-of-sale materials, good visual merchandising, messaging nutritional benefits, recipes and/or selection education and use of print, online and/or digital platforms.
More than $10,000 in cash and prizes will be awarded to top entrants, including $5,000 for the grand prize for winner. The second place winner will receive $2,500, third place will receive $1,000 and three honorable mentions will each receive $500. An additional incentive of a $15 gift card will be awarded to the first 25 entries.
To enter a promotion, retailers can submit their entry and photos, links, screenshots, etc., online, via email or postal mail beginning July 8, 2020. All entries must be submitted/postmarked by midnight EST on September 9, 2020.