Autumncrisp campaign looks to raise retail and consumer awareness and stimulate demand for the branded grapes
Sun World International has announced the launch of a first-of-its-kind global marketing campaign for Autumncrisp brand green seedless grapes.
The fully integrated campaign, which Sun World said was ”expected to be the largest-ever for a branded grape”, aims to raise retail and consumer awareness and stimulate demand for Autumncrisp.
“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,” said Sun World CEO David Marguleas.
“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.
“Autumncrisp brand grapes are huge, exceptionally crisp and very juicy,” Marguleas continued. “Plus, they are sweet with a subtle hint of Muscat (notes of citrus, rose and peach flavours). Not to mention, they look beautiful – oval and milky green. It’s a full sensory experience.”
Sun World 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.
They are now grown in most major grape growing regions, including Australia, Chile, Peru, Brazil, South Africa, Egypt, Spain, Italy, Portugal, Israel, Mexico and the US.
Sun World vice-president marketing Jennifer Sanchez noted that, as Sun World had built a global supply platform, Autumncrisp had won fans and exceeded expectations in taste tests.
Sanchez said that the official launch and integrated global marketing campaign had arrived at the perfect time as supplies reached record levels and international availability expanded.
“We are leaning heavily into the grape’s show-stopping key differentiators – taste experience, fruit size, colour, and juiciness,” she 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.”
Sun World’s campaign will feature heavy digital marketing aimed at the brand’s target consumers, in-store marketing, sampling in retail stores and food festivals, media outreach, collaborations with food influencers and social media outreach.
While the outreach will be global, Sun World has said it will also go deep in designated US and Asian test markets.
“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,” Sanchez added.