(Aug. 1) Dole Fresh Fruit Co., Westlake Village, Calif., hopes to boost banana purchases by sticking coupons for pudding on the fruit.

During the week of Aug. 20, Dole plans to stick on each of 30 million banana bunches an instantly redeemable coupon good for $1 off Kozy Shack pudding with the purchase of 3 pounds or more of bananas, said Marianne Duong, Dole Fresh Fruit’s communications manager.

Beginning Aug. 1, Dole plans to put 70 million stickers on bananas to inform consumers of their upcoming chances to save, Duong said.
She said the promotion will take place in stores selling Kozy Shack pudding throughout the U.S. She did not know how many retail stores that would include.

Dole also plans to run a free-standing advertising insert about the promotion in newspapers Aug. 20. It plans to feature the promotion on its Web site and to offer point-of-sale materials and price cards for retailers, Duong said.

She said a typical consumer buys 2½ pounds of bananas in one shopping trip. A half-pound increase per consumer would make a significant difference in sales, Duong said.

Kozy Shack’s pudding labels will not promote Dole’s bananas, but promotional signs will be available for display near the pudding section, Duong said.