US: California Giant Berries proud to wear Pink

During the month of October, California Giant Berry Farms’ packaging will again take on a new color to convey their commitment to breast cancer prevention to shoppers. And this year, the company is offering those shoppers and other consumers an opportunity to select the non-profit recipients of California Giant’s breast cancer awareness donations.

Supporting healthy lifestyles and charitable giving are continued commitments at California Giant Berry Farms and the company regularly communicates with consumers about the brand's mission of health and philanthropy. “We want our customers and consumers to know that purchasing our berries makes a difference in not only their health, but also in their communities” says Cindy Jewell, Director of Marketing. “We are excited about maintaining this messaging for the third year and look forward to the new twist on the awareness campaign”, Jewell adds.

Since the company has seen success with engagement across their social media platforms, the “We Support Supporters” promotion will utilize these platforms to connect with consumers and allow them an opportunity to share their stories, as well as submit the local or national cancer-related non-profit they would like to support. Five finalists will be selected from all the submissions and the California Giant social media community will have a chance to vote for their favorite. All five finalists will receive donations to their charity of choice, with the winner getting the largest contribution. The promotion will launch on October 1, 2012.

In addition, throughout October, California Giant will feature consumer submitted “pink” photos in their Facebook cover images to rally the support of the entire social community for these brave individuals and groups. Pink t-shirts and other prizes will be awarded to the weekly cover models. “We had such heart-felt communication last year with our consumer friends on Facebook and Twitter that we really want to champion their stories this year and let them have a direct say in which very worthy organizations receive our donation,” says Bill Moncovich, President.
Consumers purchasing California Giant brand berries will see the pink ribbon on the strawberry labels in support of breast cancer awareness and will be directed to www.CalGiant.com/win where they will receive more information about the promotion and how to participate. Consumers with a smartphone can simply scan the QR code on the label to be directed to the company site for complete details.

California Giant Berry Farms is an active long time supporter of the American Cancer Society, Children’s Hospice, the Jacobs Heart Foundation that supports children battling cancer, and the Santa Cruz Cancer Benefit Group that provides research funding to the University of California.

For more information:
Cindy Jewell
California Giant Berry Farms
Tel: (831) 728-1965 x258
Mobile: (831) 566-2202
Email:cjewell@calgiant.com