Dulcinea Celebrates The #WatermelonDress Craze On Instagram With A Contest This July

Pacific Trellis Fruit/Dulcinea Farms saw an opportunity to build a fun summer Instagram contest around the latest craze in Produce.  The freshest, and we think the most fun, Instagram trend this summer is the ‘Watermelon Dress’ that uses perspective illusion to create this faux fashion photoshoot.  From Ryan Seacrest to The Ellen Show this summer’s fruit fashion has everyone asking “who wore it best”?

“We had to react quickly in order to leverage this opportunity”, explains Micki Dirtzu, Director of Marketing at Dulcinea Farms.  “Watermelons have always been a summer favorite, but it’s not every day a social trend in your commodity goes viral.”

The contest will run on social media the entire month of July where consumers have the opportunity to post a photograph of their version of the watermelon dress with the hashtag #DulcineaFarmsWatermelonDress and follow the brand on Instagram.  The first prize winner will receive a cash prize.  One honorable mention will enjoy a case of Dulcinea® PureHeart® Mini Seedless Watermelons to share; plus bragging rights, of course.

It’s creating a lot of excitement around the brand that has recently invested in a more robust social media program.  Social media is a great way to engage consumers and reinforce an affinity towards a particular brand.

“People love watermelon”, Dirtzu shares.  “It’s one of those fruits that people not only love to eat but also decorate or accessorize with in print.  A simple Pinterest or Etsy search will leave you with no shortage of shoes, purses, clothing, beach towels, floaties or more.  It’s endless really!  It’s our job to figure out how to take that passion and tie it into the passion that Dulcinea Farms has to deliver the best eating experience consistently to the market.”

Source: Pacific Trellis Fruit/Dulcinea Farms