The Nunes Company of Salinas, CA, went the cross-promotion route last month when it shipped 10 million heads of Foxy Lettuce that offered free portraits at the more than 400 JC Penney photo studios nationwide.
The on-pack offer dangles a free 8-inch-by-10-inch photo with the purchase of three heads of Foxy iceberg lettuce. The promo gives Nunes a chance to begin touting the food before peak summer production, and gives JC Penney’s photo division new customers to impress into making purchases.
“Our goal for the future is that every item we ship contain some type of value-added opportunity,” says Nunes director of marketing Matt Seeley. “It is extremely important that we distinguish ourselves in the commodity industry.”
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