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Paramount Farms Intl launches Bangalore marketing campaign for pistachios
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Saturday, 18 June, 2011, 08 : 00 AM [IST]
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Our Bureau, Bangalore
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Paramount Farms International Pvt. Ltd (PFI), an affiliate of Paramount Farms Inc., a leading grower and processor of California pistachios, initiated a widespread marketing campaign in Bangalore for its global Wonderful Pistachios brand.
The company is investing US$ 350,000 in its above-the-line (ATL) and below-the-line (BTL) promotions across print, radio and out-of-home advertising to raise local consumer awareness for its product.
The Snack for a Stronger Heart campaign, which runs from May to September 2011, will reach more than a million consumers in Bangalore and serve as the basis for a national marketing campaign in 2012.
According to Mark Masten, vice-president, global sales and marketing, Paramount Farms International, "Bangalore's cosmopolitan consumer base is the market for the premium Wonderful Pistachio brand, which appeals to a health-conscious consumer. The results from the Bangalore market will enable us to develop a full-scale marketing campaign effort aimed at key metropolitan cities across India."
The campaign will promote the positive health benefits of California pistachios as a snack through focussed programmes including sampling trials, radio contests, innovative print advertisements, and eye-catching billboards in high-traffic areas. Marketing activities are currently underway across the city to further increase the visibility.
The Wonderful Pistachio brand enjoys a strong distribution network in Bangalore and is currently present in more than 2,500 retail outlets, a 100 per cent distribution increase from the previous year. The company is gearing up to generate around 250,000 trials during the campaign and increasing the sales three-fold within the activity timeframe.
India remains an important market for Paramount Farms, where it plans to invest $10 million on its India operations, and an estimated $1 million expenditure have been allocated for outreach, advertising, and consumer education in support of the brand.
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