The National Watermelon Promotion Board (NWPB) invites retail chains, independent retailers and commissaries to submit entries to its 14th annual Watermelon Retail Merchandising Contest. More than $10,000 in cash and prizes will be awarded to top entrants, including $5,000 for the grand prize for the 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.
Additional prizes will be awarded thanks to a new partnership with Tajín® for the 2022 season. The first 100 entries that include watermelon and Tajín seasonings in their in-store display submissions, or in their mixed merchandising tactics in social, digital, print and web marketing, will each receive a $20 Amazon digital gift card.
NWPB’s partnership with Tajín adds to the chance for incentives for stores to enter and will increase the reach of the contest while offering retailers a great cross-merchandising opportunity. Fresh watermelons and Tajín – a chili/lime seasoning – complement each other as the flavor profile of watermelons combined with the ‘zing’ of Tajín creates a new eating experience for many consumers.
“We couldn’t be more thrilled to ‘add a little zing’ to our contest with Tajín,” said Juliemar Rosado, director of retail and international marketing. “Watermelons and Tajín lend themselves to many flavors and cuisines. Cross-merchandising promotions are always a great opportunity to showcase more than one item and the benefits of both.”
“We have partnered with the NWPB for several years,” said Eric Patrick, partnership brand manager. “Consumers always love the experience and we look forward to seeing the creative displays and marketing efforts that retailers big and small will create this year. Watermelons and Tajín are a delicious combination, and these joint efforts create a ton of interest in both products."
The contest starts this month to honor National Watermelon Month and runs throughout August and is used by the NWPB to encourage and identify retailers who are showcasing watermelon’s benefits including health, value and versatility.
To enter a promotion, retailers can submit their entry and photos, links, screenshots, etc., online, via email or by postal mail beginning July 8, 2022. All entries must be submitted/postmarked by midnight Eastern on September 14, 2022.