California Table Grape CommissionChef, nutritionist and Food Network star Ellie Krieger is a big part of this year's Grapes from California marketing effort.Chef, nutritionist and Food Network star Ellie Krieger has been a key ingredient in this year’s California grape marketing since the first fruit came off the vines in Coachella.
The Fresno-based California Table Grape Commission plans to reach consumers throughout summer on television and radio, in magazines and social media. Summer promotions in English, Spanish and French are planned, according to the commission.
Marketing began in May with a nationwide media blitz on Win-Win Radio; Daily Buzz TV; U.S. and Canadian newspapers; and a Pinterest contest featuring Krieger.
Beyond that contest, Krieger is scheduled to play a role in publicity throughout the season. The commission and Grapes from California plans to sponsor her new PBS show, “Real Good Food,” according to a news release.
Krieger plans to create a series of videos this year highlighting the ways consumers can use grapes, from snacking to salads, sides, meals and desserts. Her early summer efforts were to include a national satellite media tour.
The season also kicked off with the introduction of a grape blogger network. It consists of five bloggers across the U.S. who will spend the 2014 season blogging, tweeting and posting about healthy living and eating California grapes. The tweets will be featured on the commission’s new Twitter handle, @GrapesfromCA.
The commission also plans to reach nutritionists, dietitians and other health and wellness sources through a series of articles in a nutritionist e-newsletter.
Separately, some media dietitians will be promoting California grapes on their social media channels and on television and radio stations in their home markets, according to the commission.