We generally don’t give much thought to the labels that appear on produce at the supermarket. But what if you could win an exotic getaway by reading the stickers on fruits and vegetables?
The Council of Tourism and the Association of Exporters and Producers in Murcia, Spain, have launched a new label campaign to raise awareness in Germany about the region’s travel industry. By purchasing items from the region’s produce creators, German consumers can enter to win a trip to Costa Calida on the Mediterranean. With a significant amount of vacation time, German customers are an appealing target for tourism, and the travel industry decided to reach them in the grocery store.
By entering a code found on the labels of fruits and vegetables, consumers enter a drawing for 10 trips to Murcia. With four-star accommodations, winners can schedule the trip for virtually any time in 2015, and the contest hopes to pique the interest of shoppers still deciding where to spend their summer vacations.
By partnering with their local tourism industry, producers in Spain’s richest fruit- and vegetable-producing region can promote their products while generating a conversation around the region and its many attractive qualities. A custom label printing campaign can take a dull supermarket fixture and transform it into the chance to win a luxury holiday.
Companies that rely on labeling for produce or any other commodity can find partners whose goals align with selling more of their product. According to Fresh Plaza, demand for produce sporting the contest labels has exceeded expectations by more than 400 percent. The promotion is a reminder that creative promotions with industrial label tie-ins can engage consumers, sell more products and even benefit third party organizations.