DEL MONTE UNITS JOIN IN PROMOTION

JAMES TENSER

CORAL GABLES, Fla. -- Del Monte Fresh Produce here and Del Monte Foods, San Francisco, have collaborated on an store-focused promotion that ties in with the produce industry's 5 a Day for Better Health campaign.

Running throughout the first quarter of the year, the Turn Health Into Wealth promotion combines a consumer sweepstakes with in-store entry boxes, a display contest for store managers and in-ad coupons.

"It capitalizes on the team efforts of the grocery and produce departments at the point of purchase," said Tim Cunniff, Del Monte Fresh's manager of trade relations and promotions.

The in-ad coupon offers consumers a free pound of Del Monte bananas (worth up to 59 cents) with the purchase of two pounds of Del Monte bananas and one can of any Del Monte fruit, vegetable or tomato product, he said.

The consumer sweepstakes requires consumers to complete a simple quiz about fruits and vegetables and then drop the entry into a ballot box in participating stores. Prizes include a 5-carat diamond, a family trip to Orlando, Fla., cash and prepaid phone cards.

Store managers can win a family vacation to Orlando by building the largest and most creative display featuring fresh and canned Del Monte fruits and vegetables. One store in each participating chain will win a prize of $1,000.

In addition to the ballot box displays, Del Monte is providing retailers with an ad slick carrying the in-ad coupon for the free banana offer, pads of sweepstakes entry forms and other point-of-purchase signs. The companies are providing on-site professional merchandising services as well.

To participate, retailers must commit to a four-week supply of Del Monte bananas chainwide, and to building displays and running the sweepstakes before March 31.

Einson Freeman Inc., Paramus, N.J., is the agency for the promotion.