California Giant's Back-to-School Promotions a Success
- by Eva Roethler
WATSONVILLE, CA – The start of autumn brings the start of school, and California Giant Berry Farms already considers this school year a success. After launching its first ever Back-to-School campaign back in August–a campaign set to entice college age students with an e-book chock full of easy-to-make food ideas and hacks, and offer a sweepstakes giveaway of two $150 and one $500 Visa gift cards–California Giant was overwhelmed by participation and feedback exceeded expectations.
“This program was really based on feedback received in a brief survey conducted on social media along with real world experiences from our Marketing Coordinator, Morgan Maitoza, a recent college graduate,” said Cindy Jewell, VP of Marketing, in a press release. “Timing of this type of promotion also hits home with many families here at Cal Giant with kids and grandkids going to college this year for the first time.”
By the end of the six-week campaign, California Giant Berry Farms received over 120,000 entries in the sweepstakes, 20,000 downloads of the e-book, and over 4,000 new contacts that opted in to the company database as new customers. Facilitated solely through social media channels and database contacts, these results showed the company that this audience is hungry for fresh solutions and wants a lot more information in the future.
The new Fresh Start: College Edition is just the beginning of a conversation between California Giant and young adults between 18-25 who are trying to find solutions on how to stay healthy on a budget and learn to shop on their own. The company plans to continue to engage this valuable consumer to better support their future shopping behavior and win their brand loyalty.
We look forward to seeing new California Giant campaigns, in the future. For more produce industry news, AndNowUKnow will keep you updated.