Superhero-themed Lunchbox League campaign targets trade and consumers across US and 22 export markets to help drive demand
The California table grape season is on track to arrive about two weeks early, signalling that Grapes from California will be available for promotion longer than previous seasons.
That is according to the California Table Grape Commission, which pointed out that each season begins in the Coachella Valley, where growers are expecting to begin harvesting at the beginning of May this year.
An early start to harvesting in the San Joaquin Valley is also expected to begin in mid-June, it noted.
“California grapes have always enjoyed a long season, with grapes often being promoted into January, but an early start to the season this year lets retailers get a head start on promotions and providing tasty, healthy, happy grapes from California to eager customers,” said Ian LeMay, commission president.
For the 2026 season, the commission is launching an updated global marketing campaign throughout the US and up to 22 export markets, targeting the trade, which includes retailers, wholesalers, and importers, as well as primary shoppers, to drive demand for California table grapes.
The updated campaign introduces retailers and consumers to a cast of characters known as the Lunchbox League.
The Lunchbox League is a trio of superhero grapes originating from California, ”where tasty fuels healthy, and healthy makes happy”.
Captain Cluster, Munch, and Glow are the superheroes who make up the Lunchbox League and are designed to serve as the embodiment and personification of all the health benefits, taste, and quality of California grapes.
“This campaign element is exciting because it capitalises on the scientific perspective published by Dr John Pezzuto in July 2025, which claimed grapes should be considered a superfood, in order to give the Lunchbox League their superhero status,” said LeMay.
Pezzuto is a leading resveratrol and cancer researcher and dean of the College of Pharmacy and Health Sciences at Western New England University.
Driving demand for California grapes through the season, the commission works with retail partners on a variety of activities such as contests, digital promotions, merchandising, point-of-purchase materials, and sampling.
The commission noted that, for retailers in the US with registered dietitians on staff, its Retail RD Program offers an additional way to promote grapes from California and highlight the health benefits of grapes to shoppers.
Retail dietitians can work directly with the commission dietitian team to develop customised promotional activities and educational materials, it said.
Primary shoppers are motivated to purchase more California grapes more often through a variety of activities including advertising California grapes on multi-retailer shopper apps, sharing grape usage ideas and health information through commission social media, partnering with social media influencers including lifestyle influencers and registered dietitians, and media coverage.
“With a healthy crop arriving early and an engaging new campaign with demand-driving materials and activities, the commission is eager to work with retailers throughout the US and around the world to move California table grape volume this season,” LeMay added.
