Natural Delights™ Brings Back Consumer-Themed "Naughty or Nice" Program for the Holiday Season
- by Laura Hillen
YUMA, AZ – With consumers ramping up their menus for the holiday seasons, Bard Valley Date Growers has announced the return of its “Naughty or Nice” consumer and trade campaign to drive and meet demand for the Natural Delights™ Medjool Date brand.
“We are committed to supporting our retail partners by driving consumer awareness and demand for Natural Delights products. Our combination of trade support programs and consumer demand building activities like “Naughty or Nice” have resulted in the Natural Delights brand owning 80 percent of the date category share and driving 10 times the sales rate of all other date brands combined,” said Erin Hanagan-Muths, Director of Marketing, Bard Valley Date Growers.
The company will utilize national print mediums to connect with consumers who are interested in healthy snacking, fitness, home cooking, and holiday entertaining. According to a press release, the following publications will be feature the campaign:
- Cooking Light
- Bon Appetit
Bard Valley Date Growers also intends to use targeted digital banner and social media advertising to further highlight the promotional campaign. The “Naughty or Nice” promotion is a highly-anticipated holiday recipe campaign that highlights the varied ways that consumers can use Natural Delights dates to enhance their holiday gatherings.
Retailers can take advantage of consumer demand for dates by utilizing self-display shippers together with tie-in merchandising elements provided by Natural Delights. The company stated that the “Naughty or Nice” promotion has delivered over 150 million impressions to consumers through print, digital, mobile, and social media mediums.
“We have made it easy for our retail partners to connect with the promotion in-store and take advantage of the increased awareness we are driving around Medjool Dates and holiday entertaining. Not only is this program easy to implement, it’s the perfect foundation for a holiday entertaining inspiration center in the produce department,” continued Hanagan-Muths.
Natural Delights have been certified as heart-healthy by the American Heart Association, and are also Non-GMO Project Verified, pesticide-free, and additive-free. These traits have made the brand a premium choice for health-minded consumers and professionals.
The company stated that the Natural Delights brand offers 50 percent more potassium by weight than bananas, while also supplying 12 percent of a recommended dietary allowance of fiber. These qualities have made Natural Delights dates “Nature’s Power Fruit™.”
The promotion will run from November 1 – December 31, 2016. Retailers who would like to join the trade campaign can connect with a Bard Valley Date Grower representative by emailing [email protected].