Berkline teams with Weber, Meadowcraft for promos
By Furniture Today Staff -- Furniture Today, January 13, 2002
SAN FRANCISCO — Berkline is joining forces with Weber, a grill manufacturer, and Meadowcraft, an outdoor furniture producer, for a series of second-quarter promotions in retail stores and on the upholstery producer's Web site.
Consumers will have a chance to win an array of Weber products, as well as a hammock from Meadowcraft's upper-end hammock line.
The promotion, "Spirit of America Days," will promote indoor and outdoor family activities by cross-merchandising several well-known products, said Larry Smith, Berkline's vice president of marketing and merchandising. "As the consumer begins to think about the outdoors … this effort should enhance the value perception with our indoor product."
During the promotional period, consumers can register for a sweepstakes at participating Berkline dealers and on the company's Web site, www. berkline.com, for a daily sweepstakes that begins April 1.
In the weeks leading up to Father's Day on June 16, consumers who buy a recliner at $399 and up will receive a free, 18-piece set of Weber grilling tools, Smith said.
An array of other point-of-purchase materials will be available. In addition, Smith said the company has developed television and radio commercials and direct-mail pieces to support the promotion.
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