Group partners with Disney’s live-action film to create in-store experience zones featuring stonefruit, melons, tropical fruits and summer varieties
SanLucar has launched what it has called a “major summer promotion” in conjunction with Disney’s live-action film Vaiana.
The Valencia-based group said the campaign will embraces themes such as sunshine, water, freedom, and a spirit of exploration, under the banner ’Discover the Taste of Summer’.
SanLucar said the promotion will turn fruit and vegetable departments into ”vibrant experience zones”, where stonefruit, melons, pineapples, avocados, strawberries, mangoes and grapes ”represent enjoyment, variety, and unforgettable summer moments”.
“Summer awakens a desire for adventure,” said marketing director Monica Palmieri.
“SanLucar and Disney’s Vaiana embody this feeling in a special way: the curiosity to discover something new – in nature, in taste, and in a world filled with sunshine and summer spirit.
“With our promotion, we bring this lifestyle to life through a vibrant summer fruit world,” Palmieri noted.
SanLucar CEO Armin Rehberg said he believes the campaign ”perfectly captures the spirit of the season”.
“Summer is made for moments of enjoyment,” he outlined. ”With this promotion, we provide retailers with the right materials and an attractive campaign mechanic to showcase our fruit variety and create a compelling in-store presentation.”
Point-of-sale materials featuring Disney’s Vaiana design include shelf wobblers, backwalls, floor displays, top signs, and additional promotional elements.
Digital activities will further extend the campaign beyond the store, SanLucar confirmed, with consumers able to participate in an online sweepstake for cinema tickets.
An additional point-of-sale competition is designed to create further incentives.
Shoppers who purchase promotional fruits – including stonefruit, melons, pineapples, avocados, strawberries, mangoes, or grapes – can participate via a QR code at POS or online, upload their receipt, and secure a chance to win summer-inspired prizes.
As grand prizes, SanLucar said it is giving away 12 stand-up paddleboards, while 40 Disney’s Vaiana fan packages are available to win and a further 50 movie tickets will be raffled off via social media.
