Europe Edition
On Sunday, 25 November 2012, Rijk Zwaan organised its first Love my Salad promotions at two supermarket stores in Jakarta, Indonesia. Shoppers in both supermarkets were invited to join a professional chef in creating salads and dressings. This was a particularly educational day for consumers, since eating fresh salads is still an unfamiliar concept in Indonesia.
The first event, which was a joint promotion with Rijk Zwaan’s partner PT Pluit Cold Storage, took place at a Lotte Mart. Lotte Mart is a relatively new player in Indonesia and has 8 stores in Jakarta. “The chef had plenty of interaction with the shoppers, who were invited to join in and create salads and dressings together,” says Rara Dewayanti, Rijk Zwaan’s Chainmanager Indonesia. “Many people would like to make their own dressings, but they don’t know how to prepare them. In hands-on sessions, the chef taught them how to make delicious dressings themselves. Another part of the interactive programme was a ‘Salad quiz’ with questions on all aspects of salads.”
After this successful promotion, the Rijk Zwaan team and the same chef went to Cilandak to visit a Food Mart, which is part of the Indonesian retail chain Matahari and has more than 32 outlets in Jakarta. This time, Rijk Zwaan was supported by PT Momenta Agrikultura. Together, they organised a demonstration of cooking and salad preparation for shoppers.
“The responses of the Indonesian consumers were very encouraging,” concludes Rara. “Everyone seemed impressed and enthused by our interactive demonstrations, so we are very happy about how these promotional activities went.’’
Love my Salad is an interactive platform for salad lovers which connects consumers and professionals. It is a place where anyone with a passion for fresh salads can join in, share their knowledge and inspire others.
For more information:
Ton van Leeuwen
Rijk Zwaan
Tel: +31 (0) 174 532 487
www.lovemysalad.com
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