Driscoll's of Europe, Middle East and Africa is rolling out a new in-store campaign to coincide with Valentine's Day on Friday 14 February.
The berry company has created 100,000 Valentine's cards that consumers receive with a purchase of a punnet of strawberries, with these cards now available in selected stores throughout Europe.
Valentine’s Day is seen as a perfect opportunity for retailers to reach out to consumers, by offering them special gifts that they can share with their loved ones, and Driscoll’s believes that celebrating the special moments in the lives of consumers can contribute to building the berry category.
With the Valentine’s campaign the company will be concentrating on retailers in different European countries, such as Jumbo in the Netherlands, Coop in Norway and Dansk in Denmark.
“I was pleasantly surprised by the Driscoll’s Valentine’s campaign,' said Raymond Schuermans, manager for fruit and vegetables at Jumbo Food Markt in the Netherlands. 'Love and strawberries are a perfect combination. I believe these kinds of in-store promotions are profitable for us as a supermarket.'
The Valentine’s cards will be available until 15 February.
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