NWPB to hold 14th annual retail display contest
The National Watermelon Promotion Board is inviting all retail chains, independent retailers and commissaries to submit entries to the 14th annual Watermelon Retail Merchandising Contest, which kicks off in July and runs throughout the month of August.
According to Juliemar Rosado, director of retail and international marketing for the NWPB, the 2022 contest continues its shift to a watermelon merchandising effort that includes in-store displays but also encourages mixed merchandising tactics that can include social, digital, print and web marketing.
“The contest will start in July to honor National Watermelon Month and run throughout the month of August,” said Rosado. “The contest is used by NWPB to encourage and identify retailers big and small that are showcasing watermelon’s benefits including health, value and versatility.”
More than $10,000 in cash and prizes will be awarded to top entrants, including $5,000 for the grand prize for winner. The second place winner will receive $2,500, third place will receive $1,000 and three honorable mentions will each receive $500.
Rosado said that NWPB also continues prospecting additional digital avenues to the program to reach the consumer within their path to purchase. New this year, NWPB plans to work with mobile media company Genesis to provide “App>Less” immersive storytelling.
“Total marketing efforts are even more important as consumer habits change and the retail space changes with it,” said Rosado. “It is important to look at overall promotional efforts at retail during the customer’s path-to-purchase as well as inside the store, particularly in this new normal.”
Additionally, NWPB has begun implementing commerce-enabled recipes. As the number of consumers buying groceries online continues to rise, engaging with those shoppers and making it simple to add watermelon to their online carts is critical.
“By implementing shoppable recipe technology on Watermelon.org, NWPB will open up all recipes and ingredients to be shopped directly on the website — connecting consumers to retailers with just a few clicks,” said Rosado.