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Liberte Natural Foods begins sampling program, contest

Liberté Natural Foods of Brampton, ON began a sampling program last week at various Ontario strawberry farms, retailers and events to promote its yogourt product line. The sampling program, which is being managed by Toronto-based promotional firm The Mohan Group, is being supported by a public relations campaign from Holmes Creative Communications of Toronto. The campaign includes a component called the “Liberté Largest Strawberry Contest.” Consumers who pick the largest strawberry by weight at participating farms will receive a year’s supply of Liberté dairy products. “Through research conducted over the last year, we realized the Liberté target consumer is very concerned about the environment as well as the foods they put on the table for their families,” said Donna-Lynn Kovic, Liberté’s marketing director. “We felt a sampling initiative supported by PR was the best way to increase awareness of the organic goodness of our product line.”

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