Julia Shreve Discusses Best Product Promo Winning Summer Dream™ Raspberry
ANAHEIM, CA - To stand out at the International Fresh Produce Association’s Global Produce & Floral Show is no small achievement. Amid more than 1,160 exhibiting companies and 60+ attending countries, a dream was realized and recognized. A Summer Dream™.
Competing against 245 entries in the Fresh Ideas Showcase, Mastronardi Produce® won Best Product Promo in recognition of the company’s promotional campaign for the new SUNSET® Summer Dream raspberry. This is the second Best Product Promo in a row for the Mastronardi team who won in 2022 for Qukes™ & Dip and Angel Sweet® & Dip.
"Our team had so much fun putting together our Summer Dream raspberry promo for the Global Show. It is a special berry worthy of a big splash! We were really excited to take home the award for Best Product Promo after all the creativity and hard work that went into conceptualizing and executing our ideas,” Julia Shreve, Director of Marketing - Brand & Innovation for Mastronardi Produce, shared.
Available throughout the year so consumers can enjoy summer flavor all year long, Julia explained that the Summer Dream raspberry sets itself apart from other raspberries in the market.
“This variety is exclusive to SUNSET. Summer Dream offers consistently sweet, firm, and juicy flavors, with extended shelf-life compared to other raspberries currently in retail, and we wanted the promotion to reflect how unique it is,” Julia said.
Global Show attendees could enjoy a full sensory experience of the newly launched product that set the summer vibe. At the IFPA Block Party, a sleek orange Lamborghini (complete with a SUNSET vanity plate) drew in visitors who were offered fresh samples of the sweet, aromatic berry. Along with their samples, trade show goers had the chance to win another set of wheels: a custom cruiser skateboard designed for a Summer Dream Sweepstakes at the show. Once on the show floor, you couldn’t walk by the SUNSET booth without noticing the fun, bright staff apparel, the team representing the Summer Dream brand with teal graphic tees and pink-rimmed sunglasses. Visitors to the booth even had options to quench their thirst with a special batch of Summer Dream seltzer or treat their sweet tooths to a Summer Dream raspberry lemon parfait.
“Our objective was to surprise and delight visitors to the show with a special promo for Summer Dream, and this award tells us that we accomplished just that,” Julia shared.
Developed and executed by Mastronardi Produce’s award-winning in-house marketing team, the team at the show, the packaging, and the product presented an eye-catching, seamless campaign. From the sweepstakes and special menu items to pre-show promotions and sponsorships at the Hilton next to the Anaheim Convention Center, Mastronardi’s team truly pulled out all the stops for this latest berry.
“The Summer Dream raspberry will stand out in the store just as it did at the Global Show,” Julia confirmed. “The electric branding is guaranteed to land in shopping carts, and the proven, award-winning berry will drive repeat sales.”
Summer Dream raspberries are freshly picked and packed into two convenient size formats: A 6 oz clam perfect for the consumer on-the-go and a 12 oz clam suited for families and the daily berry consumer. As the cool weather sets in, I can’t wait for the Summer Dream to hit stores and heat things up!
