The California Table Grape Commission’s global marketing campaign, underway in the U.S. and 26 nations worldwide, aims to extend its reach in 2014.
“The messages will reach consumers in more ways than ever before,” said Jeff Cardinale, vice president of communications for the Fresno-based commission.
Television commercials on the Food Network in the U.S. also can be seen in grocery stores in Mexico. Recipe tear-out cards are featured in two issues of Food Network magazine. The same recipes can be accessed anywhere globally on a redesigned recipes page of the Grapes from California website, http://www.grapesfromcalifornia.com.
Satellite media tours with Food Network chefs Ellie Krieger and Marcella Valladolid will reach out to U.S. and international markets promoting California grapes as a healthy add-on to meals and snacks or for use on their own as a portable snack.
Retailers will carry point-of-sale materials with taglines this year including:
- Good Health, Fresh Off the Vine;
- A Whole Bunch of Healthy; and
- It’s Always a Good Time for Grapes.
“The goal is simple,” Cardinale said. “Whether in Indonesia or Alaska or anywhere in between, shoppers are looking for food that’s nutritious, tasty and versatile. Messaging in magazines, online, over the airwaves and in store will remind them that Grapes from California are the perfect choice.”