Sainsbury's turned to the big screen in a bid to boost sales of strawberries recently.
The retailer said the promotion, tied in with the hit UK film Wimbledon, proved a big hit with consumers,.
Consumers were given an instant win scratch label on punnets of strawberries with the chance to win a fully paid weekend in London, staying at the Dorchester where the film was made. Runners up were given special Wimbledon goody bags.
Craig Sibbit, strawberry buyer, said the four week promotion helped contribute to boosting strawberry sales during the period by 45 to 50 per cent. “It helped draw attention and interest into the category,” he added.
