Vineline Newsletter - Summer 2015

Summer 2015

Watermelon For The Win

Skinny Summertime Sweepstakes NWPB

;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;; ;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;

NWPB is in the passenger seat for the 2015 NASCAR racing season with Ross Chastain and
his watermelon car. With the goal of amplifying watermelon’s key messages and awareness via
the watermelon NASCAR effort throughout the 2015 season in the XFINITY series, NWPB is
coordinating watermelon queen travel and promotional schedules, coordinating media
opportunities, social media campaigning with a custom #WatermelonFTW promotion, retail
in-store promotions and at-track sampling of watermelon to fans, pit crews, teams and
drivers. All in all, it’s about getting everyone to #EatMore Watermelon.

The help create awareness of and build the Watermelon Board social community, we are encouraging NASCAR fans to snap a picture at races with their “W” – for win and for watermelon – for a chance to win watermelon prizes. To participate, fans upload a “W” picture to social media with #WatermelonFTW, @RossChastain and @WatermelonBoard. During the race weekends, the Watermelon Board as well as the watermelon queens, Ross and the associations are posting on social media and using the #NASCAR hashtag to extend the reach and capture those fans and followers.

Increasingly, consumers are searching online for healthy recipes and lifestyle inspiration; those searches escalate as summer approaches and “skinny” becomes all the buzz. A large number of skinny recipes contain fresh fruits and vegetables, so members of the fresh produce industry are perfectly positioned to provide solutions to these consumers. This partnership with California Giant, Duda and Sunset Produce means more earned audiences and wider participation in the “Skinny Summertime Sweepstakes” that takes place May 25 through July 5. The social goals are to convert 15,000 new contacts per partner, increase our Facebook likes by 10%, increase Twitter followers by 8% and increase Instagram followers by 50. The new recipes created for watermelon and using the other partner products are beautiful enticements that entrants receive in their inbox with weekly reminders to enter the sweeps.