Fresh Del Monte is set to launch a new marketing campaign in North America for its Del Monte Gold Extra Sweet Pineapples.
The promotion, 'Going for Gold', will encourage consumers in the US and Canada to buy the fruit in order to participate in a special sweepstake offering the chance to win 24-carat gold bars, as well as other prizes.
Del Monte's campaign, which will run between 28 October and 29 November, has been given a pirate theme, with retailers encouraged to create special displays in-store.
"Del Monte Gold Extra Sweet Pineapples are incredibly versatile and can be used for cooking a delicious meal of served as a nutritious snack," noted Dennis Christou, vice-president of marketing for North America at Fresh Del Monte. "Pineapples can be enjoyed year-round , especially in the fall when interest in cooking and baking is heightened as we approach the holidays.
"We designed this promotion to create excitement about our pineapple even during a normally slow sales period," he added.