Ocean Mist Farms Drives Artichoke Sales with Spring Promotion
CASTROVILLE, CA - The results are in, and Ocean Mist® Farms is walking away from spring with gold, gold, gold! Thanks to its latest spring marketing campaign, Reach for the Gold, the grower and marketer of fresh artichokes has reinforced its brand position as the gold standard in artichoke production. Wielding unique strategies like weekly email trivia, social media posts, and advertising campaigns to both trade and consumer audiences, Ocean Mist Farms engaged its existing database of 63,000+ shoppers and invigorated its brand messaging.
“We have had an exciting spring season launching a marketing campaign that expresses so well the expertise and quality that the Ocean Mist Farms brand had been built on,” said Diana McClean, Senior Director of Marketing. “Our sales results tell us that trade partners and shoppers alike understand that our commitment to maintaining the gold standard in artichoke production equates to a superior quality and flavor that is hard to beat. And, of course, our shoppers have played a critical role in helping to identify their needs and address them through ongoing product innovations.”
The campaign helped drive consumers’ attention to a new Reach for the Gold webpage, which informed visitors about how Ocean Mist Farms is committed to upholding the gold standard in artichoke production. Reach for the Gold also helped 10 retailers drive foot traffic to stores via an individualized social media ad campaign and email marketing support.
Another way Ocean Mist Farms caught shoppers’ attention once in-store was with new, on-pack messaging, featuring gold standard stickers on clamshells and gold standard petal inserts on bulk artichokes. According to a press release, shopper preferences indicate that typically two to four artichokes are purchased at a time. As a result, the grower launched a new 4-pack clamshell with size 30 artichokes, which joined other easy and convenient packages like the 2-count Season & Steam artichoke package.
All of these marketing efforts on Ocean Mist Farms’ part led to nearly two million brand impressions and over 140,000 confirmed shopper engagements in a one-month period, as well as an increase in retail sales of 20 to 30 percent with various retailers across the U.S.
Last but not least, Ocean Mist Farms is wrapping up its spring season with a bang. The grower will be sponsoring the Castroville Artichoke Food & Wine Festival and sharing the joy of artichokes with attendees of the 60th annual event, taking place June 1-2, 2019 in Monterey, California.
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