Dulcinea Farms' Latest Consumer Campaign Taps This Fruit-Focused Social Media Trend
- by Melissa De Leon
LOS ANGELES, CA – Pacific Trellis Fruit/Dulcinea Farms has keyed into one of the biggest social media trends this summer—the “Watermelon Dress.” From Ryan Seacrest to Ellen Degeneres, celebrities and the social media savvy have taken to Instagram with images of forced-perspective “dresses” made of watermelon wedges, and Dulcinea Farms' latest consumer campaign is primed to take advantage of the trend.
“We had to react quickly in order to leverage this opportunity”, explained Micki Dirtzu, Director of Marketing, in a press release. “Watermelons have always been a summer favorite, but it’s not every day a social trend in your commodity goes viral.”
The company’s contest will run on social media through the entire month of July. Consumers have the opportunity to post a photograph of their version of the watermelon dress with the hashtag #DulcineaFarmsWatermelonDress, follow the brand on Instagram, and compete for prizes. The first prize winner will receive a cash prize. One honorable mention will enjoy a case of Dulcinea® PureHeart® Mini Seedless Watermelons to share—plus, the company noted in a press release, bragging rights.
“People love watermelon,” Dirtzu noted. “It’s one of those fruits that people not only love to eat but also decorate or accessorize with in print. A simple Pinterest or Etsy search will leave you with no shortage of shoes, purses, clothing, beach towels, floaties, or more. It’s endless really! It’s our job to figure out how to take that passion and tie it into the passion that Dulcinea Farms has to deliver the best eating experience consistently to the market.”
#repost In case you missed it: We love #watermelondress so much that we have decided to make a fun #contest out of it! Get creative to win. 1st prize of $1,000 and one honorary mention to receive one full case of delicious #dulcineafarms watermelons. Dont forget to tag your friends and family so they have a chance to win as well. Here's how to enter: 1. Follow us on Instagram @dulcineafarms 2. Post a picture of you or someone "wearing" the #watermelondress 3. In post text include @dulcineafarms and hashtag #dulcineafarmswatermelondress 4. That's it!!! Contest details in the link below. By participating you are agreeing to the Dulcinea Farms Watermelon Dress contest rules www.dulcinea.com/dulcinea-farms-watermelon-dress-contest-rules/ @stephanmetph great #watermelondress post!
The company noted that social media campaigns are a great way to engage consumers and reinforce brand affinity, and Dulcinea Farms has recently invested in a more robust social media program aimed at building brand recognition and driving sales for the company’s retail partners.
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