T&A’s Living Lettuce Lives On in Regional Campaign

A highly targeted regional promotion has led to an increase in sales and retailer interest in Tanimura & Antle’s (T&A) Living Lettuce. Employing the theme “Live from Tennessee,” the Salinas, Calif.-based grower’s campaign featured a direct mail program, a promotional Web site, advertising, and sales team support to communicate directly with produce buyers. According to T&A, the results-oriented effort has garnered 13 new accounts and a significant increase in individual customer sales.

“The messages and creativity in this promotion hit home with retailers,” explained company CEO Rick Antle. “They see the advantage of carrying regional produce and a unique item that helps set their store apart.”

To jump-start the campaign, T&A sent 150 key Southeast produce buyers a premium direct mail piece with a retro-style microphone that played a pre-recorded message directing recipients to a promotional Web site, www.talivinglettuce.com. Site analytics reported a significant amount of traffic, and the company regional sales manager fielded several inquiries through this channel. Additionally, regional print and national online advertisements ran in key media with a consistent theme and call to action, resulting in a steady stream of site visitors and higher product awareness.

Employing regenerative farming practices that help sustain and protect the environment, Living Lettuce is grown hydroponically in T&A’s state-of-the-art Tennessee greenhouse. Harvested and packaged with the roots intact for optimal freshness, the product has a shelf life of 20 days and is easily merchandised in its protective “”mini greenhouse” clamshell. According to consumer research conducted nationally among premium lettuce purchasers, 86 percent of shoppers who try Living Lettuce are likely to purchase it if available at their local grocer.