Santa Sweets Inc., a Plant City, FL-based tomato grower, announced a new marketing campaign themed "Taste Like Summer" to support its UglyRipe heirloom tomatoes.
The campaign will be targeted in the mid-Atlantic and northern states during the winter months and include summer-themed point-of-sale material. The objective of the campaign is to draw consumers to the summertime flavor of the UglyRipe tomato.
"This campaign is a great opportunity to showcase the flavor of the UglyRipe, Kevin Delaney, marketing director for Santa Sweets, said in a press release. "While other tomatoes tend to lack flavor during the winter, the UglyRipe has the flavor of a locally grown, vine-ripened tomato."
Santa Sweets grows UglyRipe tomatoes in five different growing regions throughout the year to ensure year-round availability. During the winter and spring, UglyRipes are grown in Florida, where they are vine-ripened and hand-packed.
In addition to providing retailers with in-store display bins and placards, the company plans to engage consumers through social media during the campaign.
Santa Sweets has also set up a landing page on its web site (www.santasweets.com), where buyers can learn more information about the campaign.