California Berry Giant promo

California Giant Berry Farms has announced in a press release it is teaming up with the Major League Baseball Player Alumni Association (MLBPAA) and the Tennis Channel for a “Sweet on Sports” retail promotion this spring; comprising two separate programs featuring each partner for a total of 20 weeks.

From 1 April through 31 May, California Giant berry clamshells will feature “A Sweet Lineup” with the MLBPAA brand, supported by multimedia, point-of-sale, trade advertising and a consumer sweepstakes with an exciting grand prize for one lucky consumer to win a youth baseball clinic for up to 200 kids aged six to 18 hosted by former Major League Baseball players.

“We’re very enthusiastic about this promotion,” said Christopher Torgeson, VP Major League Alumni Marketing at MLBPAA. “Like California Giant, our organization supports healthy, active lifestyles – this opportunity was a natural fit for us.”

The second phase of the promotion will see California Giant Berry Farms team up with the Tennis Channel from 1 June to 31 July for “The Sweetest Match” initiative.

For the second year in a row, the two brands will appear together on California Giant clamshells, point-of-sale and trade advertising and online. The grand prize is a trip to the Wimbledon Tennis Championship in 2011.

“The response to the promotion last summer was very positive,” said Robyn Miller, Senior VP Marketing for Tennis Channel. “We’re looking forward to another successful year.”

In total, 2.5m packs of strawberries a week will feature “Sweet on Sports” in national and regional chains across the US. The promotion will also leverage various media efforts geared towards increasing traffic to participating retail locations.