John Chamberlain, director of marketing for Limoneira, headquartered in Santa Paula, CA, said that the company has been introducing its Unleash the Natural Power of Lemons campaign to its retail, foodservice and wholesale customers.
“Lemons are one of the most versatile items in the produce department,” said Chamberlain. “Our Unleash campaign takes advantage of today’s technology and is fun, informative and easy. Everyone knows that lemons are a great ingredient and recipe enhancer, but they also have many uses in other areas, such as health, lifestyle, beauty and cleaning. These alternative lemon uses are represented by fun icon images in conjunction with our consumer QR code that links to our website and lemon shopper pages.”
The campaign, he added, is about driving consumption in a fun and easy way. It’s a given that lemons are located in the produce department, but with consumers’ ever-increasing focus on natural products, Limoneira likes them to think about lemons when they’re in the cleaning, health, beauty and household aisles, “we want to help drive lemon sales for our retail customers,” Chamberlain added.
The company is seeing retailers across the globe launching Unleash to drive lemon sales and consumption.
“In the U.S., we are partnering on a green cleaning Unleash promotion this summer with Fresh Direct, a large online retailer serving the New York City metropolitan area,” said Chamberlain. “Together with Saudia Davis, our ‘Cleaning Opinion’ leader in New York, we have developed a green cleaning promotion involving lemon-infused dust rags. Saudia values the linkage because we are helping her tell her story to Fresh Direct’s 300,000 customers, and Fresh Direct appreciates sharing a new green cleaning promotion with its customers and showcasing the recipe’s ingredients.”
Shoppers can purchase the dust rags at Fresh Direct.
Chamberlain said that Albertsons has launched the campaign in its Southern California stores, and it is developing plans with Lucky Stores in Northern California, as well as Loblaws, one of the larger retailers in Canada.
“We are linking with passionate experts in the areas of heath, beauty, lifestyle, recipes and green cleaning to promote the versatility of lemons,” he said. “The local opinion leaders that we’ve selected and partner with are experts in their respective fields, and they have networks with which we connect.”
“And we develop videos that tell their stories,” Chamberlain added. “Ultimately, our goal is to help them increase lemon category growth. And we continue to introduce the program to retailers around the globe.”
One example he offers is Shinsegae, one of the larger retailers in South Korea, which unveiled the campaign in its stores, as has Cold Storage, the second-largest retailer in Singapore.
“We also work to speak to our partners in their native languages,” he said. “Our Web pages, videos and promotional material have been translated into Mandarin, Japanese, Korean, Tagalog, Spanish, Portuguese and French, and our Unleash QR codes take viewers to tips in a variety of languages.”
Yet another promotional campaign that Limoneira has undertaken this year is called Show Us Your Puckerface. In honor of National Lemon Juice Day on August 29, lemon lovers are asked to tantalize their taste buds with lemons and capture the ultimate “pucker face” and share the photographic results on Facebook.
“Limoneira will post all submissions on our Facebook page under an album titled ‘Pucker Face Contest,’“ he said. “The top three photos that garner the most ‘likes’ before August 29 will win the contest. The first-place winner will receive an iPad; second place, an iPod with a music card; and third place garners a gift basket full of Limoneira Lifestyle products.”
Chamberlain noted that the company is seeing the lemon category grow because increased per capita lemon consumption outside of the U.S. and consumers’ increased awareness of uses of lemons for health, beauty, cleaning and nutrition.
“We are confident this momentum will continue,” Chamberlain said. “Lemons are versatile, nutritious and have many purposes, and we are excited to do our part to drive growth in partnership with our grocery and retail customers.”