Fresh Thyme boosts sales during Vegetables as Vessels promotion

Fresh Thyme Farmers Market BB #:290751 showed strong sales lift of all products in a joint promotion in May called “Vegetables as Vessels.”

The retailer partnered with sponsors California Walnuts, The Pork Board and USA Potatoes, and the Produce for Better Health Foundation BB #:157162 also assisted with the organization of the promotion.

“We saw a 1175 percent increase in units sold per 8-pound Russet Potatoes and a 195 percent increase in units sold of walnuts bulk.

Kerry Clifford, registered dietitian at Fresh Thyme, said the integrated marketing campaign included:
-A recipe in Fresh Thyme’s Crave Magazine,
-In-Store Signage,
Dietitian Facebook Lives and posts,
-Instagram Post,
-Email,
-Website Homepage Rotator,
-Flipp Banner,
-Dietitian TV Segments,
-Pg. 2 Weekly Circular,
-In-Store Signage, and
-In-Store Display

“We saw a 502 percent increase in pork sirloin unit sales, 1175 percent increase in units sold per 8-pound Russet Potatoes and a 195 percent increase in units sold of walnuts bulk,” Clifford said.

Recipes using vegetables as vessels included a lettuce wrap, stuffed pepper, stuffed mushroom, stuffed potato and zucchini boats.

She said the retailer calculated that the promotion had a reach of more than 7 million across all channels.

“We promoted using ‘Vegetables as Vessels’ and shared the latest research that eating fruits and vegetables at least 7 days per week can actually improve overall happiness, life satisfaction and emotional wellbeing. Vegetables can be the base of any meal!” Clifford said.

Fresh Thyme is based in Downers Grove, IL, and has more than 75 stores throughout the Midwestern United States.

PBH CEO Wendy Reinhardt Kapsak said more “Powerful Produce Pairings” retail promotions are planned this summer at other retail chains.

“We are thrilled to provide value to our powerful partners by offering shopper engagement opportunities along the path-to-purchase,” she said. “We look forward to activating more Powerful Produce Pairings promotions this summer.”

Greg Johnson is Director of Media Development for Blue Book Services