United Natural Foods Inc. had strong engagement in its recent sales and display contest featuring Sumo mandarins, a specialty citrus variety only available from January to April.
UNFI had 60 store participants, a significant increase from previous display contests, said Julie Christensen, senior marketing strategy specialist. She noted that all the marketing around Sumos – more volume this year allowed for a bigger push – helped create buzz around the opportunity.
Attractive purple-and-orange point-of-sale material, an emphasis on building large displays, and the offer for store personnel to receive brand swag upon completion of short online education course about the fruit all contributed to the interest and enthusiasm for the contest, Christensen said.
At the foundation of it all was the unique nature of the Sumo, a large, sweet, seasonal offering.
UNFI announced the winners of the contest on its LinkedIn page:
Best Use of Sumo Citrus P.O.S. Materials in a Display
- 1st Place – Metcalfe's Hilldale, Madison, Wis.
- 2nd Place – Cub Foods, Baxter, Minn.
- 3rd Place – Shop n Save – Imperial, Oakdale, Pa.
Highest Volume Increase in Sumo Citrus
- 1st Place – Nugget, Roseville, Calif.
- 2nd Place – Nugget – Covell Blvd., Davis, Calif.
- 3rd Place – Metcalfe's Market, Wauwatosa, Wis.
PMG has received numerous Sumo display photos for the winter contest of its Produce Artist Award Series. For more creative displays focused on this specialty citrus item, check out the video below.
UNFI is also running a Cuties mandarin contest through April 3, and it is looking to do more contests in the future, including possibly one focused on apples this fall, Christensen said.