Dutch tomato supplier Prominent has launched a new marketing campaign to boost consumption and encourage consumers to enjoy a wider variety of tomatoes on a daily basis.
The We Challenge You campaign, which the brand officially launched at Fruitnet’s Global Tomato Congress in Rotterdam, challenges shoppers to “enjoy healthy tomatoes at any moment of the day”.
Commercial director of the Door cooperative, which owns the Prominent brand, Perry Dekkers, said the trend for healthy convenience offers excellent opportunities to boost purchase frequency.
“We need to develop shopper experiences that drive emotional engagement by appealing to the needs of shoppers and their decisions,” he told delegates.
“We also need to develop products for different occasions, helping consumers to enjoy healthy tomatoes at any moment of the day and increase purchase frequency and the value of our products.”
He pointed out that enjoying food is an emotional process but stressed that the tomato sector’s sales strategy must be based on facts rather than personal or emotional interpretations.