A BLOG BY dma_sm

Earn $55M Worth of Marketing Results for Much (Much) Less

Posted by: Brock Nemecek

Feb 15, 2017 11:46:24 AM

After Mother Nature dealt growers and brands like Wonderful® Pistachios years of less-than-ideal growing conditions, in 2016 she finally lightened up and restored bounty to the pistachio category.  For Wonderful®, a record-setting harvest meant two things: They had to move much more product and they had an amazing opportunity to share the stories and many benefits of pistachios to millions people. So, late last year, Wonderful® Pistachios launched their largest advertising campaign to date – to the tune of $55 million.

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Topics: Thoughts on FRESH, Marketing Tools & Trends

Stand-Out Fresh Produce & Retailer Marketing Campaigns from 2016

Posted by: Kelsey Byrnes

Jan 24, 2017 11:50:36 AM

A lot happened in 2016. From the Summer #OlympicsFails to one crazy presidential election, many people have welcomed 2017 with open arms. Yet despite the highs and lows we experienced this year, we managed to fall in love with a handful of marketing campaigns within the Fresh Produce Industry. Here’s just a few of our favorites!

  1. California Giant Berry Farm’s Red State or Blue State Campaign
    California Giant Berry Farms capitalized on the election frenzy by creating a “presidential race” that everyone could enjoy. Forget Clinton, Johnson, Stein and Trump, consumers had two awesome “candidates” vying for their votes: Strawberry and Blueberry.

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Topics: Thoughts on FRESH, Marketing Tools & Trends

An Open Letter to Michelle Obama: Let’s (Still) Move!

Posted by: Brock Nemecek

Jan 18, 2017 11:26:50 AM

Dear Mrs. Obama,

In the words of the iconic 90’s boy band, Boyz II Men, “It’s so hard to say goodbye…”  But that’s not the main reason for my letter (I prefer “see ya later”).  I’m actually writing in hopes that we won’t have to say goodbye to your Let’s Move initiative and all of the good work that your passion project has accomplished over your past two terms as our nation’s First Lady.

We in the fresh produce industry proudly support your efforts, specifically focusing our time, energy and charitable giving to promote the Let’s Move Salad Bars to Schools campaign, a passion project of our own.

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Topics: Thoughts on FRESH

Packaged Food Wants Real Estate in the Produce Aisle: What Are You Going to Do About it?

Posted by: Mackenzie Michel

Nov 30, 2016 11:06:16 AM

It’s not news that CPG products and other non-produce packaged foods are eager to gain supermarket retail space next to fresh lettuce and apples. In fact, the Wall Street Journal wrote about this 5 years ago detailing the “halo effect”: a tendency for consumers to perceive foods placed in the produce aisle to be of fresher and higher quality, even when these foods are packaged or non-produce items. This research has driven CPG brands to not only look for ways to capitalize on “fresh” and gain a coveted space on produce section shelves – but now these brands are gaining space on the tradeshow floor at produce-focused shows like Fresh Summit.

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Topics: Branding & Messaging, Thoughts on FRESH, Packaging & Merchandising

The Produce Department Through the Shoppers’ Eyes [INFOGRAPHIC]

Posted by: Mackenzie Michel

Nov 29, 2016 3:45:10 PM

During the 2016 PMA Fresh Summit Expo, Yerecic Label partnered with FMI and 210 Analytics to deliver a powerful educational session featuring their latest shopper data. The presentation, titled “The Power of Produce” emphasized the importance of marketing, branding and consistency in labeling. We found the content of the presentation validating and Yerecic Label and 210 Analytics have allowed us to share the key takeaways with you on The Core! This infographic from Yerecic provides high-level insights followed by an in-depth look at produce through the shoppers’ eyes below.

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Topics: Thoughts on FRESH, Sales & Business Development

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