US: California Giant gives blueberries a Winter bake-over

As the berry season transitions into fall, blueberries are taking center stage at California Giant Berry Farms. In a drive to promote usage through the fall and winter months, the leading grower-shipper is partnering with Concord Foods to launch a “Blueberry Baking Bliss” sweepstakes and social media promotion. Focused on baking with fresh California Giant blueberries and Concord Foods Blueberry Muffin Mix, the program will run from November 5th through December 10th. The sweepstakes will offer consumers the chance to win one of 5 prize packs consisting of fresh California Giant blueberries, Concord Foods blueberry muffin mix, and an assortment of bake ware from prize partner Casabella.

The “Blueberry Baking Bliss” winter sweepstakes is the latest in a series of innovative consumer marketing initiatives created to engage consumers and attract trade partners throughout 2012. This co-promotion marks the first late season program focused on blueberries, a growing category for California Giant. Touted for their superfood qualities and versatility, consumer demand for blueberries has greatly increased in recent years—making this an exciting opportunity for the company.

“We’re looking forward to engaging our growing consumer fan base with another fun promotion with a national co-partner. It’s a great way to cap off a successful year and give our blueberries an extra push during a peak season,” said Cindy Jewell, Director of Marketing for California Giant.

In addition to the sweepstakes, the promotion will include a YouTube video, blogger outreach, and an invitation to consumers to share their blueberry baking ideas and tips. It will be shared on California Giant Berry Farms’ highly trafficked promotion landing page, www.calgiant.com/win as well as its popular Facebook and Twitter pages. Concord Foods will also share the promotion with its own social media community. Both companies will feature sweepstakes details and product in their respective booths at the upcoming PMA Fresh Summit—California Giant #1544 and Concord Foods #4040.

For more information:
Cindy Jewell
California Giant Berry Farms
Tel: +1 831 728-1965 x258
Mob: +1 831 566-2202
Email: cjewell@calgiant.com
www.calgiant.com