Del Monte names ValuMarket winner of Gold for Gold promotion
Del Monte names ValuMarket winner of Gold for Gold promotion
Del Monte Fresh Produce N.A. Inc. named ValuMarket Supermarket in Louisville, KY, as the winner of its Del Monte Gold Extra Sweet Pineapple “Gold for Gold” national retail pirate display contest.
As the winner, ValuMarket will receive the grand prize award of a truckload of pineapple and an ounce of gold.
The grocer’s staff will be on hand Feb. 7 to receive the award as they will be recreating its pirate-themed event for the presentation and photo shoot.
The five-week "Gold for Gold" promotion, which began Oct. 28 and ended Nov. 29, encouraged U.S. and Canadian grocery shoppers to enjoy Del Monte Gold extra sweet pineapples and participate in the sweepstakes housed on Facebook.
To entice consumers to the Del Monte Gold in-store pineapple displays, retailers were encouraged to participate in a pirate display competition — tying into the tropical nature of the golden fruit.
"We designed this promotion to create excitement about our pineapple even during a normally slow sales period," Dennis Christou, vice president of marketing-North America for Del Monte Fresh, said in a September press release that announced the contest.