SALINAS, Calif. -- Nunes Co. here, marketer of Foxy brand vegetables, will join with Kraft Foods, Northfield, Ill., for a month-long promotion of Foxy iceberg lettuce and Kraft salad dressings.
g Heads program provides Nunes with the ability to "add value" to its iceberg lettuce, and gives food and salad-related manufacturers the opportunity to "gain presence in the produce department," said Matt Seeley, director of marketing at Nunes.
"Kraft's involvement is the largest promotional tie-in we've done with our Talking Heads coupon program, and really helps us get the Salinas deal and summer salad season off with a bang," he added.
Distribution is nationwide, Seeley said. "Basically, wherever we go, they go."
The promotion, which begins May 5, is designed to take advantage of the beginning of the summer salad season as well as the start of vegetable shipments from the Salinas Valley.
"The Talking Heads program has started to take on a life of its own," Seeley said. "It is the perfect store-level consumer promotion -- no hassle, minimal involvement and immediate benefits for the consumer."