Sales Jump 40% in Emerald Nuts and Coke Partnership
Diamond Food Inc.’s Emerald brand is using coupons to boost summer sales of its products. And it appears to be working.
Emerald, partnered in June with Coca-Cola for an in-store snacking promotion with a coupon for $3 off two Emerald snacks (5 ounce or larger) when people buy two 2-liter bottles or one 12-pack of Coke products.
Emerald’s sales grew nearly 40%—almost 20 times that of overall snack nut category growth of 2%—for the 12 weeks ended Aug. 12, according to RI InfoScan data.
“This promotion is still under way but already has been very successful in driving incremental sales for Emerald, which has just celebrated its third anniversary as a national brand,” said Andrew Burke, senior vice president of marketing, Diamond Foods, in a statement.
In-store displays in more than 4,000 grocery stores nationwide carry Emerald snack nuts and Coke products. About 500,000 instant rebate coupons are available for the promotion, which runs through September.
All 23 varieties of Emerald’s nut snacks (in canisters and large bags) are eligible for the offer, which kicked off in June the company said.
