BAKERSFIELD, CA - We reported earlier this month that Sun World International was launching its first global marketing campaign for AUTUMNCRISP® table grapes. Here to give us the inside scoop on this launch is Jennifer Sanchez, Vice President of Marketing.
“We are preparing to unveil our messaging in the weeks ahead, but we are leaning heavily into the grape’s show-stopping key differentiators—taste experience, fruit size, color, and juiciness,” Jennifer told me. “We truly believe our marketing will stand apart from any other table grape branding or promotion that’s been conducted in the past. It is the first of its kind global table grape brand marketing campaign!”
What sets AUTUMNCRISP (Sugrathirtyfive variety) grapes apart first and foremost is taste. Sun World believes that these grapes will continue to grow as a fan favorite for consumers. The berries are huge, exceptionally crisp, and very juicy; plus, they are sweet with a subtle hint of Muscat (notes of citrus, rose, and peach). Not to mention, they look beautiful: oval and milky green.
“For growers, AUTUMNCRISP grapes have the benefit of a product with a broad consumer appeal. It’s a mid-to-late season grape, outranking other late season varieties in consumer flavor panel testing, with many ranking the grape as ‘I’ve never had better,’” Jennifer explained.
Sun World has collaborated with licensees around the world to expand the season and overall availability of AUTUMNCRISP brand grapes. The benefit of this collaboration is that AUTUMNCRISP is now grown in most major table grape growing regions and is available to retailers and consumers year-round.
“We will be reaching consumers with heavy digital and in-store marketing with branding that sets AUTUMNCRISP apart from not only other grape brands, but other produce brands as well,” Jennifer continued. “We also will layer in an array of media outreach and social media collaborations and plan to go deep into a target pilot markets to be announced, working closely with a retailer and one of our licensees to truly illustrate AUTUMNCRISP’s potential.”
Sun World’s full launch for the campaign is coming this fall, and ANUK will be sure to share the details once they are available.
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