Nature's Partner Watermelons Teams Up With Tajin for Promotion

Giumarra has partnered with Tajin Seasonings for a promotion featuring Nature’s Partner brand watermelons. The promotion will begin in early May with watermelons grown in Sonora, Mexico.

“We were looking for an innovative way to offer something new and different with our watermelons. We wanted a promotion that was cross-cultural and had a value-added element. Tajin is the No. 1 Seasoning in Mexico and in North America for fruits and veggies, and it was the perfect fit,” says Gil Munguia, division manager for Giumarra Nogales.

To support the promotion and boost consumer interest and sales of Nature’s Partner watermelon with Tajin, the two companies are offering colorful co-branded bins and a specially-designed label with a free Tajin seasoning packet.

The high-graphic bin artwork features a watermelon slice being seasoned with Tajin, as well as logos and social information for both Nature’s Partner and Tajin. The label features a .05-ounce Tajin packet on the front, and a 25-cent coupon on the back. The promotion and supporting materials are available throughout North America.

“Watermelon is one of the most popular fruits for use with Tajin Seasoning,” says Juan Carlos Limon, marketing manager, Tajin USA. “It creates such a unique, refreshing flavor. We are thrilled to be working with Giumarra and their watermelon program on this promotion, which is the first of its kind for us. We hope to continue to roll out more promotions generating excitement about healthy eating with produce and Tajin.”

The promotion is available through May and will be available again in fall 2016. Both Nature’s Partner and Tajin will feature new social media posts designed to drive interest and support the promotion throughout its duration.

“Tajin sales continue to grow and we’ve experienced over 30 percent compounded annual growth over the last five years. Our emphasis has been to increase healthy snacking with fruits and vegetables by seasoning with Tajin,” says Limon.