Stemilt is launching a month-long retail promotion based around its Red Delicious apples to tie into the colour of hearts and roses associated with Valentine’s Day.
The company is featuring Red Delicious as its “Apple of the month” for February with in-and-out promotion opportunities on a variety of bag sizes packed in either display ready cartons or high-graphic half tri-wall bins with World Famous Apples messaging.
Marketing director Roger Pepperl said that promoting large Red Delicious in 5-lb or 8-lb bags in weekly adverts or in-store specials during February was designed to help retailers exceed normal movement and deliver value to shoppers on an item that makes up a big portion of category sales.
“Red Delicious is an important part of the apple category,” he said. “Reds made up 11.2 per cent of category sales nationally in November, which is the latest four weeks reported by Nielsen scan data. That’s one Red for every 10 apples sold. It’s important to use this value item in retail promotions all year long, and February is an ideal time for Reds to be on prominent display in produce with the entire store focusing on Valentine’s Day and the colour red,” he added.
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