Melissa's Produce launches Dutch Yellow Potato giveaway for Lent

With the arrival of Lent, and Melissa’s Produce is kicking off its second annual Seafood Boil Program and Giveaway.

The program helps participating retailers take advantage of the surge in seafood sales during Lent by putting fresh produce at the center of the action, according to a news release. Melissa’s said it is offering consumers the chance to win a year’s worth of Dutch Yellow Potatoes.

“Seafood boils are trending, plus they’re the ultimate basket deepener,” said Nick Quintero,director of digital marketing for Melissa’s. “It’s a communal meal meant to feed a crowd — the average ring is easily over $100. For produce managers, it’s an opportunity to increase sales and drive cross-category purchases.”

Quintero said the program is turnkey, without operational burden — bundle common boil ingredients like Melissa’s quick-cooking baby Dutch potatoes, corn, onions, garlic and lemons, add high-impact marketing materials and a compelling consumer giveaway, and it creates an effective play that enhances basket size, the company said.

Melissa’s said it provides everything for a smooth rollout of the Seafood Boil Program, from bin signage and shelf cards to a full social media toolkit and contest. Implementation is designed for ease and success.