BAKERSFIELD, CA - A first-of-its-kind global marketing campaign is shaking up the table grape sector, garnering increased consumer attention for Sun World International's AUTUMNCRISP® brand green seedless grapes.
“Over the past 20 years, the produce industry had made great strides in successfully branding and marketing improved varieties of select fruits and vegetables—from apples and strawberries to pineapples and seedless watermelon,” Sun World Chief Executive Officer David Marguleas said. “The AUTUMNCRISP brand grape is the perfect vehicle for transforming the table grape category in a similar fashion.”
AUTUMNCRISP is a Sun World brand used to identify its proprietary Sugrathirtyfive variety table grape. As a press release explained, the fully integrated campaign is expected to be the largest-ever for a branded grape, aiming to increase retail and consumer awareness while stimulating consumer demand.
In recent years, the table grape maven has been collaborating with its licensees around the world to expand supplies and near year-round availability of AUTUMNCRISP brand grapes. They are now produced in most major grape growing regions, including Australia, Chile, Peru, Brazil, South Africa, Egypt, Spain, Italy, Portugal, Israel, Mexico and the United States.
As the release went on to note, AUTUMNCRISP is a mid-to-late season green seedless variety with the taste, appearance, and supply continuity that make them ripe for a global push. The campaign comes just as supplies reach record levels and international availability expands.
“We are leaning heavily into the grape’s show-stopping key differentiators—taste experience, fruit size, color, and juiciness,” Vice President of Marketing Jennifer Sanchez noted. “The global branding, the creative, and its execution will stand apart from any other table grape branding or promotion that’s been conducted in the past. After all, it is the first-of-its-kind global table grape brand marketing campaign, and we intend to make a meaningful and lasting experience.”
The campaign will include heavy digital marketing aimed at the brand’s target consumers, in-store marketing, backed by sampling in retail stores and food festivals, media outreach, collaborations with food influencers, and social media outreach. Sun World will also be hosting a media event and licensee field days at its Center for Innovation in Wasco, California, on August 23–25.
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