Turning around a negative impression can be a tough sell. That’s why Florida tomato growers are taking their show on the road this fall in an attempt to restore public confidence eroded by this summer's salmonella outbreak. At their recent annual meeting, leaders unveiled a guerrilla marketing campaign dubbed the "Florida Tomato Culinary Art Tour."
Between Nov. 14 and Dec. 19, the tour will visit 15 cities, from Portland, Maine, to Miami, showcasing the beauty and taste of Florida-grown tomatoes. They say the event will be part art exhibit, celebrity chef-recipe tasting and festival, with stops at supermarkets, farmers markets, shopping malls and other high-traffic areas. Their goal is to reach out directly to consumers and build grass-roots support for a product that saw consumer demand decline as Florida tomatoes were scrutinized as a potential cause of the largest salmonella outbreak in the last decade. Turned out the culprit was Mexican peppers, but many consumers have not heard about those lab results.
We think the Florida tomato growers are launching a sound guerrilla marketing campaign that will reverse consumer fears and get big buzz.
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Thursday, September 18, 2008
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