The campaign arrives as the Devens-based company reports a significant shift in consumer loyalty. While the broader national packaged salad category saw a 31% decline over the four weeks ending August 8, Little Leaf Farms recorded a 6% sales increase. The brand now commands a 6.1% share of the national market, a marked rise from the 4% share it held during the same period last year.
In section Releases
Little Leaf Farms Turns Consumer Fan Mail Into Free Lettuce
In an era of grocery store skepticism, Little Leaf Farms is leaning into an unusual trend: unsolicited fan mail. The greenhouse-grown salad brand is launching its "Most Loved Lettuce" sweepstakes, offering 200 customers a year's supply of greens as a reward for sharing their personal reasons for choosing the brand.
Starting August 27, fans can submit one-sentence testimonials through the company’s website to enter the contest, with 50 winners selected weekly through September 30. Marketing Director Jeannie Hannigan notes that the initiative aims to formalize the connection between the company and a customer base that has recently doubled its social media presence. The brand attributes this growth to its "Clean from the Start" approach, which utilizes automated greenhouses to seed, harvest, and package lettuce without human contact. CEO Paul Sellew emphasized that the company’s focus on precision and water purification is designed to eliminate the need for pesticides, a selling point that has clearly resonated with shoppers currently wary of traditional leafy greens.
Comments (0)
No comments yet. Be the first!