In-Store Activation & Integrated Marketing Campaign
The initiative was promoted through on the ground activations at six ShopRite markets and in-store promotions at 378 locations. Grilling and gardening tents were set up at select ShopRite stores where local chefs demonstrated how to grill Turbana plantains using sweet and savory summer recipes. ShopRite shoppers were able to experience Weber Grill masters at work, sample healthy grilled plantains and interact with Learning Through Gardening in order to experience the benefit to local schools.
In the end, ShopRite saw its plantain sales soar during the initiative, Learning Through Gardening gained enormous exposure and the entire effort garnered 13 million organic impressions between PR and social media. *All food, utensils and serving plates were fully composted. *All garnered media was digital.