Eat Healthy Be Merry With Artisan Lettuce
The Eat Healthy Be Merry campaign was developed to invigorate seasonal sales for the Tanimura & Antle product line. Additional goals were to give the sales team a compelling program to deliver to retailers, and continue to generate general brand awareness with consumers.
Sales materials, in-store materials, video and social media content were offered to retailers in a special toolkit. Geo-targeted Facebook ads were employed in an effort to drive awareness in key markets. Retailers were also reached with a special mailing that coincided with calls from the sales team and a promotional email campaign. A consumer sweepstakes was hosted at the Artisan Lettuce landing page throughout the duration of the campaign, and gift card prizes were awarded for shoppers to spend at the retail location where the product was purchased. A partnership was also formed with a blogger to develop custom recipes and images in addition to posts that pushed the sweepstakes and tagged retailers. Additional custom photography and video were produced and promoted to both retail customers and consumers.
Both internally at Tanimura & Antle and among retailers and shoppers, the campaign was well received. Hundreds of sweepstakes entries were submitted by consumers each week; Facebook followers increased, as did traffic to both the landing page and the Tanimura & Antle website. The campaign earned awards for the marketing effectiveness at national and regional levels. In fact, at the Silicon Valley American Advertising Awards, the campaign not only won the highest honor in the B2B Campaigns category (an ADDY), but also earned Best in Show among all entries. It also received a 2016 Award of Distinction for The Communicators Awards.