Retailers need a bona fide leader, not an apprentice, to drive sales of their tomato categories, said the Campari Marketing Group at PMA in Atlanta. And Campari is trumping all others in the US market.
New research illustrates the success of Campari tomatoes this year. From quarter 1 to quarter 3 2005, $11 million of Campari tomatoes were sold in the US, an increase of 47 per cent on the same period in 2004.
“The new varieties being introduced to the tomato category are just apprentices compared to the Campari,” said Kari Volyn, spokesperson for the CMG. “Campari is the real deal, an established variety with a proven ability to increase sales.”
Campari is the only tomato in the US marketplace with the full support of an integrated marketing programme that includes consumer research, sales data and other tools to help retailers grow their business
Consumer awareness of the Campari brand increased 27 per cent from 2003 to 2005.
“Consumers love the authentic tomato taste of Camparis and are willing to pay more per pound which generates higher sales volume and drives overall category preference,” Volyn said.
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