Sun World International recently took to New York City to officially debut its Autumncrisp brand grapes’ global consumer marketing campaign.
From Oct. 13-15, Sun World hosted an experiential sampling station, launching Autumncrisp to more than 15,000 attendees at the Food Network New York City Wine and Food Festival presented by Capital One, one of the nation’s premier food sampling events, according to a news release.
The Autumncrisp brand grape station — at the center of the festival’s Grand Tasting event — was Sun World’s first consumer-focused event as part of its recently launched campaign to market Autumncrisp as a globally branded table grape available year-round, the release said.
Decked from head to shoes with bright green Autumncrisp attire, Sun World’s street team passed out grape samples and Autumncrisp-branded swag. For most attendees, it marked the first time they tasted the crisp, juicy green grape, the release said.
Among their responses:
- “Wow!”
- “They are as crisp as apples.”
- “They’re huge!”
- “Whoa. That has a big crunch!”
- “Where can I buy these today?”
- “They’re so crispy and sweet, but not too sweet.”
- “This is the best grape I have ever tasted!”
The sampling station became a viral sensation during the event with myriad attendees sharing their experiences on Instagram, tagging @autumncrispgrapes for a reach of around 500,000 followers, the release said.
“We could not have asked for a more enthusiastic and exciting consumer debut,” Jennifer Sanchez, Sun World’s vice president of marketing, said in the release. “We at Sun World know this grape is special and that it has the potential to be the go-to grape for millions worldwide. The response from consumers at NYCWFF for crisp and juicy Autumncrisp brand grapes was incredible! This also could not have happened without the dedication of one of our growers, Dayka & Hackett, that produced and supplied top quality Autumncrisp branded grapes for this sampling. We greatly appreciate their collaboration.”
