PITTSBURGH, PA - When retailers and suppliers partner up, there’s an endless supply of possibilities. We see this amply demonstrated in the collaboration between Sun World International and Giant Eagle. The two companies have partnered together for an omnichannel marketing campaign encouraging shoppers to sample and purchase AUTUMNCRISP® brand table grapes at all Giant Eagle and Market District locations.
“We are in the early stages of our global AUTUMNCRISP® marketing launch, and retail activations such as our Giant Eagle collaboration are key in creating awareness and momentum for this big, delicious grape,” explained Elena Hernandez, Director of Global Marketing Insights, Sun World International. “Even though we are conducting a worldwide rollout for the grape, local and regional activations are key. We are constantly assessing partnerships to help bring the full force of sampling, social promotion, and digital advertising to drive shopper traffic to the stores to taste and buy AUTUMNCRISP®.”
According to a press release, Sun World unveiled its intent to market the AUTUMNCRISP® brand last August. The company hoped to convey the brand as the first globally branded table grape available year-round with a global consumer marketing campaign aimed at driving awareness and trial.
The collaboration with Giant Eagle has thus far garnered 21 million impressions on social media. Several milestones of the marketing campaign so far include over 50 sampling events, social media integration between Giant Eagle and Sun World, and influencer partnerships.
“We’re so excited to be offering AUTUMNCRISP® to our guests. Tasting is believing, and we encourage everyone to visit our stores to experience the unique, juicy sweetness,” added Tom Eynon, Senior Director of Produce and Floral, Giant Eagle. “Customers have loved the crispness of the grapes at our sampling events, filling their carts to take them home and coming back for more. This has been a phenomenally performing grape brand.”
Giant Eagle has locations in the markets of Pennsylvania, Ohio, West Virginia, Maryland, and Indiana.
“We’re grateful for Giant Eagle’s focused promotion that has helped us create new AUTUMNCRISP® loyalists,” Hernandez concluded. “This truly has been a win for Sun World, our licensee community, and Giant Eagle!”
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