Cal Giant teams with Tennis Channel to promote Wimbledon coverage
Cal Giant teams with Tennis Channel to promote Wimbledon coverage
California Giant Berry Farms and the Tennis Channel have developed a national co-branding effort that will coincide with the television network's first-time coverage of Wimbledon, one of the sport's more prestigious tournaments.
The partnership, named The Sweetest Match includes a national retail campaign, multimedia outreach and sweepstakes offering a chance to win a trip to Wimbledon 2009.
The promotion opens May 9 and runs through the conclusion of this year's competition, set for June 23-July 6.
Playing off Wimbledon's traditional strawberries-and-cream answer to a baseball game's peanuts and Cracker Jacks, Cal Giant will place co-branded Tennis Channel messaging on 20 million clamshells of strawberries during the promotion. The messaging, which promotes the network's coverage of the London tournament and its accompanying sweepstakes under the tag line "The Sweetest Match," will also appear on in-store header cards and in retail trade media advertisements.
California Giant Berry Farms is the exclusive strawberry company sponsoring the history behind the legendary strawberries-and-cream connection to Wimbledon on all Tennis Channel communications and with U.S. retail distribution of product with customized packaging, point-of-sale materials and advertising. Ultimately, the winner of this match-up is the consumer entering the national sweepstakes.
"This partnership with California Giant Berry Farms takes advantage of a unique circumstance that brings both of our worlds together each summer," Robyn Miller, senior vice president of marketing for the Tennis Channel, said in a press release. "More than Wimbledon and the strawberries and cream associated with the tournament, though, both brands reach health-conscious consumers and benefit from a cross-promotion that's clever and fun."
All told, 2.5 million clamshells per week will reach retail stores around the United States, including national and regional chains. The Tennis Channel will produce short-form program pieces that detail Wimbledon's iconic strawberries tradition and history in addition to the overall health benefits of the fruit. The promotion's web site (www.thesweetestmatch.com) will offer healthy strawberry recipes to visitors.
"The combination of California Giant and the Tennis Channel is a natural since both companies are focused on communicating and promoting health and fitness," Bill Moncovich, president and chief executive officer of California Giant, said in the press release. "As women 35-54 with an active lifestyle are part of Tennis Channel's audience, this partnership also aligns with our shoppers who focus on eating healthy foods like strawberries and promoting a healthy and fit lifestyle for the whole family."
Both California Giant Berry Farms and the Tennis Channel will hold special strawberries-and-cream tastings in relevant cable-affiliate markets leading up to and during Wimbledon.
Contest details, including entry forms, rules and recipes, can be found at www.thesweetestmatch.com. The grand prize winner will receive two tickets to the 2009 edition of Wimbledon, airfare and accommodations. In keeping with the health-oriented aspects of the promotional partnership, the contest's three runners-up will receive Bowflex home gym equipment.
The partnership, named The Sweetest Match includes a national retail campaign, multimedia outreach and sweepstakes offering a chance to win a trip to Wimbledon 2009.
The promotion opens May 9 and runs through the conclusion of this year's competition, set for June 23-July 6.
Playing off Wimbledon's traditional strawberries-and-cream answer to a baseball game's peanuts and Cracker Jacks, Cal Giant will place co-branded Tennis Channel messaging on 20 million clamshells of strawberries during the promotion. The messaging, which promotes the network's coverage of the London tournament and its accompanying sweepstakes under the tag line "The Sweetest Match," will also appear on in-store header cards and in retail trade media advertisements.
California Giant Berry Farms is the exclusive strawberry company sponsoring the history behind the legendary strawberries-and-cream connection to Wimbledon on all Tennis Channel communications and with U.S. retail distribution of product with customized packaging, point-of-sale materials and advertising. Ultimately, the winner of this match-up is the consumer entering the national sweepstakes.
"This partnership with California Giant Berry Farms takes advantage of a unique circumstance that brings both of our worlds together each summer," Robyn Miller, senior vice president of marketing for the Tennis Channel, said in a press release. "More than Wimbledon and the strawberries and cream associated with the tournament, though, both brands reach health-conscious consumers and benefit from a cross-promotion that's clever and fun."
All told, 2.5 million clamshells per week will reach retail stores around the United States, including national and regional chains. The Tennis Channel will produce short-form program pieces that detail Wimbledon's iconic strawberries tradition and history in addition to the overall health benefits of the fruit. The promotion's web site (www.thesweetestmatch.com) will offer healthy strawberry recipes to visitors.
"The combination of California Giant and the Tennis Channel is a natural since both companies are focused on communicating and promoting health and fitness," Bill Moncovich, president and chief executive officer of California Giant, said in the press release. "As women 35-54 with an active lifestyle are part of Tennis Channel's audience, this partnership also aligns with our shoppers who focus on eating healthy foods like strawberries and promoting a healthy and fit lifestyle for the whole family."
Both California Giant Berry Farms and the Tennis Channel will hold special strawberries-and-cream tastings in relevant cable-affiliate markets leading up to and during Wimbledon.
Contest details, including entry forms, rules and recipes, can be found at www.thesweetestmatch.com. The grand prize winner will receive two tickets to the 2009 edition of Wimbledon, airfare and accommodations. In keeping with the health-oriented aspects of the promotional partnership, the contest's three runners-up will receive Bowflex home gym equipment.
