Campaign utilises multi-channel promotions and key festive celebrations to boost consumption
The California Table Grape Commission has launched a global marketing campaign to encourage consumption throughout the US autumn and winter seasons.
The ongoing campaign offers a comprehensive suite of tools and incentives to encourage retailer promotions including bonus opportunities, digital promotions, contests, point-of-purchase materials, and in-store sampling. As California grapes are available through January these promotions take advantage of the key festive holiday celebrations throughout the season.
The campaign features advertising on multi-retailer shopper apps, digital coupons and rewards, influencer and RD collaborations, and targeted social media advertising that highlights recipes, snacking ideas, and the health benefits of California grapes.
The commission said it would partner with a network of export market representatives to execute the campaign successfully. One such representative, Francis Lee, was recently recognised with a service award to honour his 30 years of service to the California table grape industry.
“In-country market representatives are exceptionally important to the success of the commission export marketing programme,” said Ian LeMay, commission president. “Francis’ work over the past three decades has helped solidify grapes from California as a globally recognised brand known for its quality, exceptional taste, and safety.cc
