Campaign closely aligns online and offline activities
Salanova® Surprise captures customer emotions
Salanova® won Fruit Logistica’s first-ever Innovation Award 12 years ago, and nowadays the tasty one-cut, ready lettuce is sold by retailers worldwide. With the new Salanova Surprise online and offline campaign, Rijk Zwaan is aiming to further boost this lettuce. Bauke van Lenteren, Marketing Specialist Leafies, encourages chain partners to use the campaign for their own purposes.
All about the leaves
“Surprise followed by delight – that’s what consumers feel when they’re preparing Salanova lettuce. First, they’re surprised by how easy the ‘one cut, ready’ principle is and the large number of leaves, and then they are delighted by how great the end result looks. We’ve captured those emotions in a stop-motion video in a mix of pictures of people’s faces and images of the perfect lettuce leaves. The tagline is ‘All about the leaves’.”
Boosting the lettuce category
“We actually had two main reasons for developing this campaign. Firstly, we want to boost the lettuce category. Salanova is already sold through higher-end supermarkets in Europe, South America and Asia. One of the most successful types is the beautiful red butterhead lettuce, which looks like a flower. That can really invigorate every retailer’s lettuce offering, which is currently mainly green and crispy. Our campaign is not only targeted at existing partnerships, but we’re also keen to set up new chain projects.”
Activating online fans
“The second reason is that Salanova has lots of online fans; food bloggers share images of terrific creations made using our lettuce through social media channels such as Instagram and Facebook. We want to make even better use of that free publicity in the future. The Salanova website homepage now displays the photos bloggers post with #salanovalettuce. We’re keen to activate their followers, which is why ‘where to buy’ is the most important link on the website.”
“Salanova Surprise has three objectives: to increase brand awareness, to activate consumers and then to build consumer loyalty. Online and offline activities are perfectly aligned. The campaign comprises a complete toolkit including the video, the website www.salanova.com in eight languages, recipe cards, ‘one cut, ready cards’ and the special lettuce cutter.”
“We encourage all our existing and new chain partners to use the Salanova Surprise campaign for their own promotional purposes, whether as co-branding or under private label, whichever they prefer. We achieve the biggest effect when we take a very targeted, joint approach: Rijk Zwaan, local growers and the retailer. Grocery chains are already starting to roll out the campaign in Spain and the UK.”
Keen to know more about the Salanova Surprise? Scan the QR code and share the details through your own online media.
Go to our webpage about Salanova for more information and get in touch with your local representative for this campaign!