Del Monte goes for the gold with new promotion

A new promotion from Del Monte Fresh Produce could be a “golden” opportunity for consumers and grocers alike.

The “Gold for Gold” promotion encourages Canadian and U.S. grocery shoppers to buy Del Monte Gold Extra Sweet Pineapples and participate in a sweepstakes for a chance to win gold and other prizes.

“Few things are as valuable or have as much quality as gold, and we want consumers to associate these characteristics with Del Monte Gold Extra Sweet pineapples,” said Veronique Vatinelle, senior marketing manager, North America at Florida-based Del Monte.

To emphasize the fruit’s tropical origin, the promotion has a pirate theme. Retailers are being encouraged to create pirate-themed Del Monte Gold pineapple displays in their stores. When grocery retailers email pictures and/or videos of their displays to [email protected], they are entered in the Gold for Gold Retail Display contest.

The store with the best display will receive a full truckload of Del Monte Gold and one ounce of 24 carat gold (or a donation of equivalent monetary value to a charity of their choice).

“In addition to strengthening the relationship between Del Monte and its retail partners, the aim of the promotion is to drive pineapple sales in a fun and engaging way,” said Vatinelle.

To enter, consumers scan a QR code on special promotional tags on the product or on point-of-sale signs in store. This will take them to the sweepstakes app where they can enter the contest and share it with friends via social media.

Del Monte will be giving away one ounce of 24 carat gold to each of 15 random winners. At the end of the sweepstakes, which run Oct. 28 to Nov. 29, Del Monte will award one grand-prize winner one pound of gold.

Details on the contest can be found at www.fruits.com/wingold and on Del Monte’s Facebook page.