Sun World International is set to host an experiential sampling station for its Autumncrisp brand grapes at The Food Network New York City Wine and Food Festival presented by Capital One, Oct. 13-15, according to a news release.
The weekend culinary festival features more than 80 events and 500 chefs from around the world — hosting and activating a variety of tastings, seminars, intimate dinners and evening gatherings, the release said.
As part of its activation, Sun World will host a sampling station at the NYWFF’s weekend Grand Tasting event on Hudson River Park’s Pier 76. From Oct. 13-15, Sun World expects to sample Autumncrisp brand grapes to more than 15,000 tasting attendees.
The Autumncrisp street team — clad in Autumncrisp brand colors from shirts to shoes — will share samples, engage with show attendees and create social sharing opportunities, the release said.
In August, Sun World announced its intent to market the Autumncrisp brand as a globally branded table grape available year-round, with a global consumer marketing campaign.
The campaign is slated to feature digital marketing aimed at the grape brand’s target consumers, in-store marketing, sampling, media outreach, collaborations with food influencers and social media outreach, the release said.
“Tasting is believing, which is why we’re sampling at large-scale food festivals as part of our outreach,” Jennifer Sanchez, Sun World’s vice president of marketing, said in the release. “We could not think of a better culinary event to make our marketing debut and foster word-of-mouth than the prestigious New York City Wine and Food Festival. Yes, it’s cliche to steal from Sinatra and say ‘If you can make it there you can make it anywhere,’ but there’s a lot of truth to it. We can’t wait to connect with consumers and share in their excitement.
“We also greatly appreciate Dayka & Hackett for supplying thousands of delicious Autumncrisp grapes for sampling,” Sanchez added.
Sun World International is a global variety development and licensing business on a mission to drive the growth of fruit breeding, varietal development and licensing, the company says. The California-based company has a network of licensed growers and marketers and maintains offices in the U.S., Europe, Australia, South America, Israel, North Africa and South Africa.
