Del Monte, Char-Broil bring back grill promotion

05/16/2008 02:00:00 AM

By David Mitchell, The Packer

Del Monte Fresh Produce NA Inc. wants consumers to expand their grilling repertoires beyond burgers and brats.

The Coral Gables, Fla.-based company is partnering with grill manufacturer Char-Broil for a second summer sweepstakes. The Fresh Grill Thrill starts May 19 and should continue through mid-September.

“It was a big success last year,” said Dennis Christou, Del Monte’s vice president of marketing. “We had a lot of consumers participating.”

Del Monte plans to include information about the promotion on its Gold pineapples, bananas, melons and fresh-cut products. Tags, stickers and labels will direct consumers to www.fruits.com, where they can find recipes featuring grilled fruit and a chance to win Char-Broil grills.

Two winners will claim Char-Broil Red gas grills, and six others will win Char-Broil designer stainless grills. More than 50 other prizes are up for grabs.

Christou said Del Monte will offer retailers displays, point-of-sale materials and in-store demonstrations for the promotion.

“We think consumers are looking for different ways to eat healthy and increase their consumption of fruits and vegetables,” he said. “Grilling is becoming increasingly popular, and there’s a wide array of consumers using grilling as an entertainment opportunity. That’s in line with our strategy to encourage consumers to eat healthy, live healthy and be active.”



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