Produce Business Marketing Excellence Award
Successful marketing can mean the difference between standing out and just being a placeholder — delivering a healthy bottom line or misfiring and burning through that bottom line — earning the trust of customers or losing out to the competition.
We’ve all experienced marketing that gets our attention — sometimes in a way that makes us laugh out loud, other times when it brings a tear or two, routinely when it informs and sometimes because it enlightens or inspires.
There are long-established marketing fundamentals — focused targeting; communicating with clients; creating value, standing out in a crowded field — and a whole lot more. Good marketing tactics can go beyond the fundamentals and sometimes, when the marketing approach is great — way beyond.
This year, Produce Business is excited to introduce our readers to the Marketing Excellence Awards’ class of 2019 — as this is our 31st year of highlighting the best the industry has to offer — whether it be through combing the produce aisles, through social media, industry trade shows or listening and learning from you.
After careful consideration of many, many entries, we’ve zeroed in on the produce campaigns that go beyond good strategies and merit the moniker of excellence.
We applaud these companies for creating not only value for their constituencies, engendering loyalty and enthusiasm for their brands but also for inspiring us all to raise the bar that much higher.
CMI Orchards
‘The American Dream’
PLAN OBJECTIVES
To celebrate and inspire Americans across the nation. CMI created this apple and cherry label to show its solidarity and support of U.S. military families, veterans and patriots.
CAMPAIGN
CMI Orchards developed eye-catching American Dream apple and cherry boxes to create a billboard display with a positive, patriotic message that could resonate with consumers. The dream was two-pronged: to honor and give back to those who have served and sacrificed and to help retailers create excitement in their produce departments, by tying in to important holidays. The American Dream program also offered a portion of proceeds from the sale of each box to causes that support veteran and military groups.
RESULTS
Aside from the improvement in sales, especially during Veteran’s Day, as well as exceptional consumer feedback, CMI has donated more than $15,000 to support the military and veterans, including the Tournament of Champions in Texas (a youth program that provides shelter and resources to veterans).
Article by Produce Business