INDUSTRY NEWS

Home / Blog Page / Cranberry Marketing Committee USA & Pollock Communications Win Marketing Excellence Award
Produce Business Honors America’s Original Superfruit® for its Successful Summer Grilling Season Promotion

Cranberry Marketing Committee USA (CMC) is honored to receive a 2015 Produce Business Marketing Excellence Award for its Fourth of July and Summer Grilling Season Promotion. CMC commissioned Pollock Communications to promote and create a sales spike for cranberries by positioning them as the All-American Fruit for July 4th and summer grilling. The successful campaign won CMC and Pollock a spot with an elite group of companies featured in the August issue of Produce Business, a national trade publication, for marketing campaigns that were successful in capturing consumers’ interest and increasing sales.

CMC and Pollock’s winning marketing campaign drove interest, awareness and sales of cranberries through a partnership with retailer Big Y’s Living Well Eating Smart (LWES) nutrition program, run by the store’s in-house Registered Dietitians. The LWES program introduced shoppers to the health benefits, flavors and versatility of cranberries during summer grilling season via the LWES newsletter, sales circular and in-store endcap display. Key cranberry messaging was included in the newsletter, and cranberry industry partners were able to take advantage of sales opportunities as part of the LWES partnership. In addition, Pollock worked with Big Y to layer supplemental consumer engagement tactics, including: in-store demos, recipe cards, Big Y Facebook giveaways and traditional media outreach, resulting in several local television segments to amplify messaging.

The summer grilling promotion helped the Cranberry Marketing Committee, USA increase sales of cranberries by more than 50 percent compared to a straightforward product sale during the summer campaign.

“Our objective was to help bring awareness to cranberries, America’s Original Superfruit®, during a new season, and we are pleased with the huge success of this promotion. We are even more pleased to be awarded a marketing excellence distinction by Produce Business,” said Michelle Hogan, Executive Director of the Cranberry Marketing Committee USA.

“We take pride in creating and executing successful programs for our clients. It is an added bonus to also be recognized by an industry leader like Produce Business,” said Louise Pollock, President of Pollock Communications.

Related Posts

CMC Newsletter

CMC Newsletter

The CMC's September 2022 newsletter is now available. Inside you'll find updates since the last issue including: CY22 Estimate & Marketing Policy MRL & Trade Policy New Committee Members International Marketing Domestic Marketing Strategic Plan Archives July...

CMC Newsletter

New Membership

At its annual summer meeting August 16, 2022, the Cranberry Marketing Committee (CMC) announced new membership for the term beginning August 1, 2022 through July 31, 2024.   CMC is a federal marketing order that promotes the worldwide consumption of U.S....

2022 Cranberry Festivals

2022 Cranberry Festivals

It's the most beautiful time of year: Cranberry Harvest!  Don’t miss a chance to attend at least one of these cranberry festivals taking place throughout the country.  We sure do wish we could attend them all!  #cranberrygoals #AllAmeriCRAN  WISCONSIN Warrens...

CMC Newsletter

Annual Summer Meeting

The CMC’s annual summer meeting will take place Tuesday, August 16 and Wednesday, August 17, 2022. This will be a hybrid-style meeting with an in-person option at the Seaview Hotel in Galloway, New Jersey and a virtual option via Zoom.  In-person registration forms...

Public Member Opening

  COMMITTEE OPENING: PUBLIC MEMBER The deadline for submission is 5:00 p.m. Monday, August 1, 2022.   The Cranberry Marketing Committee (CMC) was established in 1962 as a quasigovernmental organization under the USDA’s Agricultural Marketing Service. The...

Committee Meeting June 24

The Cranberry Marketing Committee will be hosting an open Zoom call Friday, June 24 at 1 pm (EST) to discuss international marketing representation in South America and Southeast Asia.  If you would like to participate in this call, please email...

0 Comments

Submit a Comment

Your email address will not be published.