Marketing Excellence 2017

2017 Winners:

• Avocados From Mexico • CMI Orchards • California Avocado Commission • Mann Packing Co. Inc. • Monterey Mushrooms Inc. • National Mango Board • Scott Farms Inc. • Tanimura and Antle • UMass Dining / University of Massachusetts Amherst / California Grape Commission • U.S. Highbrush Blueberry Council Strategic, well-executed marketing campaigns are hard to ignore, especially when savvy professionals have skillfully targeted the message to an organization’s core constituency. But make no mistake; hitting the bull’s-eye is no easy feat. So, all the more reason kudos are in order for the companies and organizations that have done just that. So raise a glass, or give high-fives to these 10 honorees for winning Produce Business’ 29th Annual Marketing Excellence Awards. Our intent is to offer readers compelling examples of produce marketing programs that hit the mark. These recipients display not only innovative thinking and creativity, but also consistency of messaging across several mediums. By sharing this impressive collection of winners and outlining some of the efforts, strategies and targeted marketing tactics, we celebrate imagination, sound research and meticulous execution. This year’s roster of winners is diverse in myriad ways. One clever campaign targets moms, while another seeks to reach influential bloggers, and yet another’s audience is comprised of students. Monterey Mushrooms created a clever beer and mushroom pairing guide, while Mann Packing Co. Inc., launched a successful rollout of single-serve, warm meals with fresh veggies, grains and sauce. Avocados From Mexico converted a shipping container into the Avo-Matic — a one-of-a-kind avocado vending machine. Clearly, any campaign that resonates in this day and age employs strong social media components. And, of course, there were plenty of posts, pins, tweets, retweets and likes. By sharing the best the industry has to offer, hopefully, we can inspire, build awareness, heighten produce sales and consumption, and engage the next generation of marketers. We’d like to thank all the entrants for taking the time and effort to share their campaigns. We enjoy getting an annual reminder of what this industry means to retail, foodservice and the country at large. With sincere congratulations, we celebrate our 10 winners on the pages that follow. They have more than demonstrated they know a thing or two about targeted marketing and hitting the mark. Bull’s-eye!

Avocados From Mexico

Irving, TX

Introducing The Avo-Matic

Objectives: Increase booth traffic by 20 percent to more than 12,000 visitors. Highlight recipe innovation and new usage ideas from campaign. Serve 750 “completely customized” avocado creations through the new Avo-Matic “vending machine.” Campaign: The Avocados From Mexico team converted a shipping container into the Avo-Matic — a one-of-kind avocado vending machine. The Avo-Matic features four computer screens where attendees can select their favorite ingredients to create the perfect, personalized avocado dish. Minutes after selecting their favorite ingredients, their Avo-creation appears. Results: Avocado From Mexico’s booth traffic increased by 40 percent to more than 14,000, twice the goal. A real attention-getter, the Avo-Matic was the talk of the PMA Fresh Summit Convention and Expo. Guests continually lined up to try the interactive touchscreen and personalize their menu options. Staffers were able to serve 858 customized avocado creations over 2 days, surpassing the goal of 750 by 14 percent. The brand also collected important consumer data for future engagement and promotional offers. The 2016 AFM booth had the highest engagement to date: More than 40 partner and retailer meetings to discuss upcoming programs and seasonal promotions. Avocados From Mexico staffers were also able to share innovative recipes and usage ideas to reinforce the many ways to enjoy avocados. More than 5,000 food samples were served — a combined total of the Avo-Matic and other sampling stations within the booth, including Avo Toast, Guacamole Bar, and Avo Hot Dogs.

CMI Orchards, LLC

Wenatchee, WA

CMI's Rebranding

Objectives: CMI was established in 1989 as Columbia Marketing International. Since that time, the company has grown into one of the largest apple, pear and cherry shippers in Washington state. To celebrate more than 25 years of operations, the company refreshed its brand to bring renewed energy and vitality into the business. Campaign: Columbia Marketing International’s name was changed to CMI Orchards. A new facelift and name celebrates the place “where magic happens” — in the orchard, which is the very heart of the company’s mission statement. A simple green leaf inside the logo resembles a wing of the eagle, bringing the company’s longtime mascot — the bald eagle — back into the orchards, too. The rebrand included updating of all apple, pear, and cherry shipping cartons and PLUs, freshening up designs. The collateral material is eye-catching and appealing to consumers and retailers alike. CMI launched its rebrand with a beautiful new tradeshow booth at PMA in Atlanta in 2016. Results: CMI’s rebrand has been met with positive feedback from retail customers and consumers. Significant media attention was received both at PMA 2016 and during the year following the rebrand, particularly when CMI leaped to the #1 position in the United States to become the top-selling apple brand in the country. This was significant achievement and validated the success of the rebrand.

California Avocado Commission

Irvine, CA

Made Of California

Objectives: Position California Avocados to be the world’s most valued and desired avocados. Increase the real and perceived values of California Avocados. Increase preference and loyalty for California Avocados versus avocados of other origins. Achieve media plan targets. Inform target consumers when California Avocados are in season and where to find them. Ensure target consumers link California Avocados to summer. Communicate “the essence of California.” Reinforce that California Avocados are the premium choice. Accomplish plan within budget. Make the campaign engaging and enjoyable. Campaign: The creative thought behind the campaign: California Avocados are not just made in California, they are Made Of California. The campaign featured a combination of outdoor advertising, print advertising, radio, digital advertising, native content, online videos and social media engagement. Results: Media delivered more than 400 million impressions between June 2016 and May 2017. Social media showed significant improvement year over year. Total Facebook fans increased by 6 percent to 319,000 and impressions rose by 28 percent to 9.9 million. Instagram followers rose by 21 percent to 35,000. Instagram impressions reached 4 million. Not to be left out, Twitter followers increased 17 percent to 16,500 with total retweets increasing by 45 percent, or 2,000. YouTube subscribers increased 24 percent, to 566. YouTube views likewise increased to 215,000, an 83 percent jump. In 2017, from January through May, 25 retailers also participated with the California Avocado’s Commission custom media programs.

Mann Packing Co. Inc.

Salinas, CA

Mann's Nourish Bowls

Objectives: Mann’s Nourish Bowls is a new line of single-serve, warm meals with fresh veggies, grains and sauce. Developed by a panel of chefs, Mann’s Nourish Bowls feature trending vegetables like kohlrabi, butternut squash, cauliflower, sweet potatoes, kale and sugar snap peas. Promotions aimed to create consumer awareness and support the market launch for Mann’s Nourish Bowls across North America. Campaign: In order to help shoppers find, understand and try Nourish Bowls, Mann’s leveraged a variety of marketing tools, including local, national, culinary influencers and consumer promotions, among others. The company initially focused on POS marketing in an effort to increase awareness and spur sales at the store level. The support efforts included channel strips, danglers, coupons, sell sheets and a guide to Nourish Bowls for produce managers. The company also partnered with Monterey Mushrooms and HEB on a “meal deal” cross-promotion. Nourish Bowls were featured on the Weight Watchers Wants list in January 2017. Weight Watchers promoted Nourish Bowls as filling meals ranging from 8 to 14 SmartPoints. Results: The marketing and communications plan to support the launch of Mann’s Nourish Bowls was highly successful and resulted in traditional mediastories, social media activity and an increase in sales that helped the company decide to expand the line and provide distribution to additional markets in the United States and Canada. Through the marketing and communications plan, Mann’s Nourish Bowls has garnered 31,700 total points of distribution in the United States and Canada in a little more than one year from initial launch. The five Nourish Bowls SKUs rank in the Top 20 of Salad and Veggie Meal Kits, according to Chicago-based Nielsen quarter one 2017 data. Mann’s Nourish Bowls were honored with numerous industry awards, including the coveted Impact Award from 2016’s PMA Fresh Summit.

Monterey Mushrooms

Watsonville, CA

Mushroom And Beer Pairing Guide - A Small Bite To Go With Your Favorite Pint!

Objectives: The objective of Monterey Mushrooms’ Beer Pairing Guide promotion was to engage with foodservice and retail trade customers via a new tool, Hubspot, as well as educate shoppers in a manner that prompted fresh mushroom purchase. Campaign: For the PMA Convention in October 2016, the company sent emails via Hubspot to its key target list inviting them to visit the company’s booth for an exclusive tasting of Portabella Porter, with a further call to action asking customers to download sales collateral electronically. Visitors to the sales collateral page became part of the Hubspot retail database and were sent bottle openers to complement the beer pairing guide. Branded coasters were used as a customer giveaway in the booth during the show and a tool to drive contacts to the website and be captured in the database. For shoppers, the guide was promoted through traditional media relations. In addition, the same information was sent to influential bloggers who had an interest in food and beer pairings. In addition, the guide was promoted through the company’s website and social media channels, including Facebook, Twitter, Instagram and Pinterest. Responses from consumers were also added to the database. Results: During the promotion period, Monterey Mushrooms had nearly 1,000 visitors to the promotion’s page, resulting in 110 new contacts. The combination of media outreach, online and social media outreach delivered more than 2 million consumer impressions. With Hubspot as a communication tool, Monterey Mushrooms continues to expand the size of its database, trade and consumer, so that it can further communicate mushroom marketing messages directly and efficiently.

National Mango Board

Orlando, FL

Mangos As A Cultural Icon

Objectives: “To bring the world’s love of mangos to the United States,” is the National Mango Board’s (NMB) vision that is inspiring all marketing initiatives from 2015 to the present day. Campaign: The Mangos As A Cultural Icon campaign manifests in all of the NMB programs from 2016 to date. From social campaigns to spokespeople, the NMB conceptualized the mango culinary impact and illustrated its varying global forms for mango lovers. The NMB garnered more Facebook engagement than ever before by connecting with consumers through the Mangos Around the World campaign. This success inspired both social and blog content that dug deep into mango’s roots. Similarly, the Share. Mango. Love. efforts helped to illuminate the identity. Recipes were created and shared with foodservice and retail programs. The NMB teamed up with celebrity chef Ayesha Curry, who remembered mangos from her colorful upbringing and provided recipes inspired by her Jamaican grandmother. All these efforts connect mangos to more than just a variety or recipe — they guide the journey of the mango experience and tell the story of this cultural icon. Results: Mangos Around the World 2016 is the most successful social media campaign to date. It engages consumers by highlighting the global love for mangos and the culture surrounding it. There were 23,000 record-breaking entries to date. Other 2017 statistics include 32,000 total engagement (reactions, comments and shares) and more than 585,000 total reach. Bloggers were also a large part of the campaign and generated more than 863 million media impressions. Recipes, including Mango Mustard Honey Glazed Ham (Easter) and Tropical Mango Guacamole (Cinco de Mayo), were shared across contributors’ blogs and social channels. The campaign also had results through 10 mommy bloggers and their kids. Curry participated in a NYC Media Day, where she shared her love for mangos. Placements included the Rachael Ray Show, AOL, Good Morning America, Refinery 29, Woman’s Day, People.com and USA Today.

Scott Farms Inc.

Lucama, NC

Innovation In Sweet Potatoes

?Objectives: Innovation in and on the farm has proven to increase the safety of products produced, yield of crops and better quality for the end user. Scott Farms aimed to showcase innovation in sweet potatoes, focusing on the technology behind the scenes of the product. Scott Farms’ campaign highlighted the benefits of these innovative measures to industry professionals and consumers alike. This technology allows them to grow, pack and ship higher quality and more consistent products while building brand awareness to the consumer. Campaign: Scott Farms spent the 2016 growing season documenting the entire process of growing sweet potatoes from plant mircopropagation to the shipping of product through video. This nine-month endeavor encompassed focusing on the process and the technology that made it possible. The campaign began with a promotional farm video, which led to cable television broadcasts on the Discovery Channel and RFD-TV. The broadcasts were geared toward viewers with an interest in farming and technology. Scott Farms also teamed with Raleigh, NC-based restaurateur Jason Smith of 18 Restaurant Group for recipe development via web cooking demonstrations. Scott Farms also engaged with consumers on the various uses of it branded fresh items. Results:? Generating more than 5 million broadcast views on the Discovery Channel and RFD-TV, the campaign video went on to garner more than 22,000 online views and 47,000 social media interactions. As a result, website visitors increased in the six-month campaign over the previous six months in total page views by 127 percent and total users by 114 percent. Gaining additional traction, the campaign also generated more than 70,000 traditional media impressions.

Tanimura & Antle

Soquel, CA

Eat Healthy Be Merry With Artisan Lettuce

Objectives: The Eat Healthy Be Merry campaign was developed to invigorate seasonal sales for the Tanimura & Antle product line. Additional goals were to give the sales team a compelling program to deliver to retailers, and continue to generate general brand awareness with consumers. Campaign: Sales materials, in-store materials, video and social media content were offered to retailers in a special toolkit. Geo-targeted Facebook ads were employed in an effort to drive awareness in key markets. Retailers were also reached with a special mailing that coincided with calls from the sales team and a promotional email campaign. A consumer sweepstakes was hosted at the Artisan Lettuce landing page throughout the duration of the campaign, and gift card prizes were awarded for shoppers to spend at the retail location where the product was purchased. A partnership was also formed with a blogger to develop custom recipes and images in addition to posts that pushed the sweepstakes and tagged retailers. Additional custom photography and video were produced and promoted to both retail customers and consumers. Results: Both internally at Tanimura & Antle and among retailers and shoppers, the campaign was well received. Hundreds of sweepstakes entries were submitted by consumers each week; Facebook followers increased, as did traffic to both the landing page and the Tanimura & Antle website. The campaign earned awards for the marketing effectiveness at national and regional levels. In fact, at the Silicon Valley American Advertising Awards, the campaign not only won the highest honor in the B2B Campaigns category (an ADDY), but also earned Best in Show among all entries. It also received a 2016 Award of Distinction for The Communicators Awards.

UMass Dining / University of Massachusetts Amherst / California Grape Commission

Amherst, MA

California Grape Week - A Flavorful Way To Enhance Your Health!

Objectives:? The goal for UMass Dining was to promote the versatility of California grapes, healthy eating and to create exciting menu options using the featured fruit. The week-long special and increased menuing throughout the semester allowed the university dining program to increase the use of grapes through innovative menu design, while increasing the awareness of grapes within dining locations. Campaign: The program launched in partnership with the California Table Grape Commission. The campaign focused on promoting the healthy, sustainable and delicious properties of California grapes. In addition to the week-long promotion, more innovative and tasty grape-themed dishes were included in the 21-cycle menu and throughout the grab-and-go operation in both retail and residential dining. The school’s long-term goal is to make vegetables, fruits, grains and plant-based proteins the center of the plate. Grape-inspired dishes during the promotional period helped UMass Dining achieve its goal. Results: Grape Week and the fall semester’s increase in grape-focused menu items was successful. Students, faculty and staff were treated to innovative and delicious grape-themed dishes, and were educated on myriad of ways to use the fruit as part of a healthy diet. For many of the school’s customers, it was the first time they sampled grapes prepared in less traditional ways. The dishes served were innovative and full of flavor, and allowed the school to show there are many ways to incorporate grapes into a balanced diet.

U.S. Highbrush Blueberry Council

Folsom, MA

Winter Fresh Summer Somewhere

Objectives: With an overall goal to drive winter fresh blueberry purchase and consumption in January and February, and the knowledge that social content drives purchase intent among Millennials, the U.S. Highbush Blueberry Council identified the following objectives: To generate 2 million views of the campaign videos through pre-roll ads and a partnership with Fatherly parenting network; secure 300 million earned media impressions, including survey results and key messages by March 1, 2017; and to spur 100,000 consumer engagements with campaign content by March 1, 2017. Campaign: Primary and secondary research helped the U.S. Highbush Blueberry Council unearth insights to guide its strategies. During the winter, six in 10 parents think their families eat too much junk food, and 42 percent miss eating fresh fruits and veggies. This insight allowed the Council to show consumers in a lighthearted, memorable way that every season is blueberry season thanks to the seasonal swap with South America. This switcheroo helped to position blueberries as a delicious way to help beat the winter blues. Social and online media top the list of channels frequented by the target Millennials audience. Results: The campaign generated more than 2.7 million video views — 135 percent of its goal. Pre-roll ads also generated 13,000 click-throughs to the landing page. The promotion secured 300 million earned media impressions of survey results by March 1, 2017, and generated more than 1.6 billion media impressions through 16 placements of survey results and campaign messaging assets on outlets, such as MSN, AOL and Yahoo. Additionally, the video content spurred more than 149,000 views on the Council’s social platforms.