Instore tomato promotion at high-end retail in China

“How can we sway Chinese consumers to buy, for the first time, VitaBite tomatoes and also discover their re-purchasing intentions”? With this question, the marketers of FoodVentures and Bayer, have developed a launching plan on high-end retailer City Super in Shanghai and have started with consumer in-store activities during the weekend of January 22.

From sampling
VitaBite is a greenhouse-grown tomato of the Bayer Delisher variety, grown by FoodVentures. "During this first event, as part of a longer launch, we make it attractive for the early adopters of VitaBite by sampling. This way they can discover the extraordinary taste of VitaBite", the team says. "We also show the sustainable carton packaging of Vitabite and show the unique shape and overall appearance of the tomato." 

Just Roos is leading this campaign. He's very excited since the City Super consumers are very positive about the promotion. This is due to the fact that this was one of the first opportunities to buy these very tasty tomatoes in very attractive plastic-free packaging.

"To summarize, it was an exciting experience and a perfect start of the Vitabite campaign in China", says Just. In the coming weeks, the Vitabite team will connect with more consumers to collect their input and rebuy intention to optimize the concept. 

Foodventures is very interested in doing similar launches at other Chinese retailers. After Chinese New Year, we will give you more details. 

For more information:
Just Roos         
Dirk Aleven              

Bayer Vegetable Seeds
Ruifang Wang
Jack Endhoven 
Nico van Vliet        


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