Blue Diamond Growers, an almond marketer and cooperative of California family farms, has launched a retail partnership program with global tennis champion Venus Williams for its latest line of premium almonds, developed specifically for the produce aisle, according to a news release.
Retailers who join the program will receive custom in-store signage, dedicated displays and access to a national consumer sweepstakes offering a chance to meet Williams, all of which is designed to drive shopper excitement and foot traffic, the company said.
“We’ve seen incredible early momentum as shoppers seek convenient, fresh and better-for-you snack options in the produce section,” said Maya Erwin, vice president of marketing and innovation for Blue Diamond Growers. “Our farmer-owned roots make the produce aisle the natural home for Blue Diamond, and with Venus Williams inspiring consumers to find us there, we’re poised to create major buzz and incremental sales for our retail partners.”
Fresh from California farms, the new premium almond line is crafted for on-the-go snacking, the company said. It’s already rolling out at retailers including Albertson Jewel, Kroger Roundy’s, Giant Eagle, Hy-Vee, Amazon and more.
Blue Diamond Growers said the retail partnership program includes:
- In-store displays and POS materials — Signage featuring Williams to capture shopper attention in the produce aisle including displays, dump bins, floor talkers, standees and more.
- Tailored shopper marketing support — Custom activations and localized support available to retailers who opt in, designed to maximize visibility and purchase intent.
- National consumer sweepstakes — Boost traffic and excitement with a turnkey campaign offering shoppers the chance to win signed merchandise and a meet-and-greet experience with Williams.
Consumer promotions like a sweepstakes program remain a proven tactic for shopper engagement and purchasing behavior, the release said. According to recent research, 81% of consumers are more likely to buy from brands that offer incentives, and 59% are likely to recommend those brands to others.
“This is a strong opportunity for retailers to drive sales, increase shopper loyalty, and bring fresh new energy to the produce section with Venus Williams and Blue Diamond,” said Senior Vice President of North American Sales and East Coast General Manager Brett Libke of Oppy, Blue Diamond’s exclusive sales agent for its produce-centric line.
Program details
The sweepstakes is set to run from May 27 to Sept. 15. Shoppers can purchase Blue Diamond’s new produce-aisle almonds in-store and enter the bar code number from the bag at VenusBDSweeps.com for a chance to win prizes. More information if available from Oppy sales representatives, the release said.