Bakersfield, Calif.-based licensing company Sun World International LLC is launching its first global marketing campaign for Autumncrisp brand green seedless grapes. The fully integrated campaign — expected to be the largest-ever for a branded grape — aims to raise retail and consumer awareness for these unique branded grapes, according to a news release.
“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 CEO David Marguleas said in the release. “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, a mid-to-late season green seedless variety with the taste, appearance and supply continuity that make ideal for a global distribution, the release said.
“Autumncrisp brand grapes are huge, exceptionally crisp and very juicy,” Marguleas said. “Plus, they are sweet with a subtle hint of Muscat — notes of citrus, rose and peach flavors. Not to mention, they look beautiful — oval and milky green. It’s a full sensory experience.”
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Sun World says it has been collaborating with its licensees around the world in recent years to expand supplies and near year-round availability of Sugrathirtyfive variety, Autumncrisp brand grapes. The grapes are now grown in most major grape growing regions such as Australia, Chile, Peru, Brazil, South Africa, Egypt, Spain, Italy, Portugal, Israel, Mexico and the U.S., according to the release.
Multichannel marketing campaign
As Sun World built a global supply platform, Autumncrisp was winning fans and exceeding expectations in taste tests, Sun World Vice President of Marketing Jennifer Sanchez said in the release.
What’s more, this fall’s official launch and integrated global marketing campaign arrives at the perfect time as supplies reach record levels and international availability expands, she said.
“We are leaning heavily into the grape’s show-stopping key differentiators — taste experience, fruit size, color, and juiciness,” Sanchez said. “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 marketing campaign is to feature digital marketing aimed at the grape brand’s target consumers, in-store marketing, sampling in retail stores and food festivals, media outreach, collaborations with food influencers and social media outreach, according to the release.
While the outreach is to be global, Sun World also will go deep in designated U.S. and Asian test markets, Sanchez said.
“Within these markets, which we will unveil in the coming weeks, we look forward to working closely with selected retailers and Sun World licensees to create meaningful ‘pull-through’ and illustrate Autumncrisp’s potential,” she said.
