Sun World International, LLC today announced the launch of a first-of-its-kind global marketing campaign for Autumncrisp® brand green seedless grapes. "The fully integrated campaign – expected to be the largest-ever for a branded grape – aims to raise retail and consumer awareness and stimulate demand for these unique branded grapes," says Sun World CEO David Marguleas.
“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. The Autumncrisp brand grape is the perfect vehicle for transforming the table grape category in a similar fashion.”
Sun World CEO David Marguleas
“Autumncrisp brand grapes are huge, exceptionally crisp and very juicy. Plus, they are sweet with a subtle hint of Muscat (notes of citrus, rose and peach flavors). Not to mention, they look beautiful – oval and milky green. It’s a full sensory experience,” he said.
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 United States.
Leaning into the Differentiators
As Sun World built a global supply platform, Autumncrisp was winning fans and exceeding expectations in taste tests, Sun World VP Marketing Jennifer Sanchez noted, adding that this fall’s official launch and integrated global marketing campaign arrives at the perfect time as supplies reach record levels and international availability expands.
Sun World VP Marketing Jennifer Sanchez
“We are leaning heavily into the grape’s show-stopping key differentiators – taste experience, fruit size, color, and juiciness. 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,” she said.
The campaign will feature heavy digital marketing aimed at the iconic grape brand’s target consumers, in-store marketing, sampling in retail stores and food festivals, media outreach, collaborations with food influencers and social media outreach.
Broad Worldwide Outreach + Deep Pilot Market Approach
While the outreach will be global, Sun World also will go deep in designated U.S. and Asian test markets, Sanchez said. “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 concluded that Sun World plans licensee field days at its Center for Innovation in Wasco, California from August. 23-25, 2023.
For more information:
Jennifer Sanchez
Sun World International, LLC
Email: [email protected]
www.sun-world.com