(Sept. 3, 2:01 p.m.) Del Monte is teaming up with CBS Sports Store this fall to reach out to a football-loving audience.

The Ultimate Fan tailgate contest gives fruit and vegetable-consuming tailgaters a chance to win a flat screen, high-definition TV, as well as tailgating gear, sports merchandise and pineapples.

Coral Gables, Fla.-based Del Monte Fresh Produce NA Inc. is running its Ultimate Fan promotion until Oct. 31. During that time, Del Monte’s Web site, www.fruits.com, will link to Ft. Lauderdale, Fla.-based CBSSports.com Inc.’s site, www.cbssportsstore.com. The online sporting goods retailer will in turn run a rotating banner on its site that links the user to Del Monte’s site.

Consumers will be directed to the sites by coupons on Del Monte’s entire line of fresh-cut products and tomato items at select retailers. Dennis Christou, Del Monte’s vice president of marketing, said the promotion is running on the East coast and in the Midwest, primarily. Retailers were presented with the promotion and elected to participate ahead of time.

“The product should already be in some stores,” Christou said.

The on-pack coupons also offer consumers 15% off products at the CBS Sports Store.

On Del Monte’s site, contest can enter a contest by submitting a video portraying how Del Monte fresh fruits and vegetables were included in a tailgate party.

The contest will be judged on creativity, the use of Del Monte produce, team spirit, Web suitability and the overall video.

Del Monte also is providing point-of-purchase materials, including posters and shelf talkers, to advertise the promotion.

Participating retailers include Safeway, Food Lion, Tops Markets, Schnucks and Aldi.

Retailers interested in participating may e-mail a request to mparrado@freshdelmonte.com.

Del Monte, CBS Sports Store partner on promotion
Del Monte Fresh Produce and CBS Sports Store are co-promoting the Ultimate Fan tailgate contest, a chance for consumers to win sports merchandise, pineapples and more.