• by David Goetzl  @dgoetzl, May 7, 2008

A California strawberry producer has linked with the Tennis Channel for a promotion designed to play off the famed strawberries-and-cream dish served annually at the Wimbledon tennis tournament. The network this summer carries the event for the first time.

California Giant Berry Farms' initiative is tabbed "The Sweetest Match" and encompasses several off-air components, including at-retail and a sweepstakes. On-air, the Tennis Channel will run vignettes about the strawberries-and-cream tradition, which will also tout the health benefits of the strawberries. They are sponsored by California Giant. (There will be no traditional spots.)

The promotion, which runs through the conclusion of the tournament on July 6, will be touted on some 20 million packs of strawberries, as well as via point-of-purchase displays. In turn, the Tennis Channel's coverage of the event will be plugged there.

Bill Moncovich, head of California Giant, said the aim is to reach women ages 35 to 54 "with an active lifestyle (who) are part of Tennis Channel's audience."

The promotion will have a dedicated sweetestmatch.com Web site, which will carry details on the sweepstakes. The winner receives a trip to Wimbledon in 2009.

The Tennis Channel will offer Wimbledon coverage for the first time this year, partly via a four-hour prime-time show. The network offers coverage of each Grand Slam event, except for the U.S. Open.