(UPDATED COVERAGE, Dec. 15)

Through its first four weeks, Tanimura & Antle’s holiday promotion for its Artisan lettuce boosted sales and increased the commodity’s Facebook fan base.

“We’ve experienced a 25% lift in volume a little more than halfway through the promotion,” Diana McClean, director of marketing, said.

“Our pre-bookings this week have increased again dramatically. It’s accelerating as we get into the Christmas holiday.”

Artisan’s Facebook fans have also increased 25%, to 1,094.

The Salinas, Calif.-based company’s promotion runs through Dec. 31.

“Season’s Bringing” combines a holiday package design with an on-pack consumer sweepstakes, promotional pricing and direct mail to buyers.

The sweepstakes directs consumers to ArtisanLettuce.com. Every week in November and December, Tanimura & Antle gives away a $1,000 Visa gift card and announces winners on Facebook.

For the sales staff, consumer feedback on the website and Facebook is providing a new level of detail on their product’s destinations, McClean said.

“What the sales team is interested in seeing is where the product is being purchased,” she said.

“In some cases it’s being purchased more dramatically than they may have thought and in regions they may not have thought. We pretty much know where it goes, but this gives us more on-the-street data as to who’s buying Artisan and what stores they’re buying from.”

Each clamshell of Artisan lettuce makes at least eight side salads or four main-dish salads.

UPDATED: Artisan promotion nets company sales, Facebook fans

Courtesy Tanimura & Antle