Inviting shoppers to “Taste the Crisp,” Sun World International has collaborated with Giant Eagle Inc. on an omnichannel marketing and sampling campaign of Autumncrisp brand table grapes at all Giant Eagle and Market District locations, according to a release.
Last August, Sun World said it planned to market the Autumncrisp brand as the first globally branded table grape available year-round with a global consumer marketing campaign aimed at driving awareness and trial for the crispy and juicy green grapes.
Sun World says its collaboration with Giant Eagle resulted in more than 21 million impressions, the latest milestone in its Autumncrisp marketing campaign.
Through the campaign to date, the Pittsburgh-based Giant Eagle hosted more than 50 sampling events at its stores throughout Pennsylvania, Ohio, West Virginia, Maryland and Indiana.
“We’re so excited to be offering Autumncrisp to our guests. Tasting is believing, and we encourage everyone to visit our stores to experience the unique, juicy sweetness,” said Tom Eynon, senior director of produce and floral at Giant Eagle. “Customers have loved the crispness of the grapes at our sampling events, filling their carts to take them home and coming back for more. This has been a phenomenally performing grape brand.”
Sun World integrated with Giant Eagle’s retail media network for a full-funnel, omnichannel marketing approach including email marketing, social media promotions and advertising across Giant Eagle’s mobile app and website, as well as video content on the fuel pumps at the company’s convenience-store division, GetGo, the release said. Sun World created signage and displays for each location.
Sun World conducted a test campaign in the Columbus, Ohio, market with billboards in proximity to select stores featuring images of Autumncrisp and the “Experience the Crissssp” message. The company says it furthered its Columbus outreach by securing and collaborating with multiple area food- and lifestyle-focused social media influencers for Instagram and TikTok content.
“We are in the early stages of our global Autumncrisp marketing launch, and retail activations such as our Giant Eagle collaboration are key in creating awareness and momentum for this big, delicious grape,” said Elena Hernandez, director of global marketing insights for Sun World International. “Even though we are conducting a worldwide rollout for the grape, local and regional activations are key. We are constantly assessing partnerships to help bring the full force of sampling, social promotion and digital advertising to drive shopper traffic to the stores to taste and buy Autumncrisp.”
