Grapes from Mexico has announced the launch of its spring marketing campaign, “Snack On! with Grapes from Mexico.” The integrated campaign will include trade and consumer outreach designed to build awareness and drive purchases during the fruit’s 10-week season from May to early July.
Grown in the state of Sonora, Mexican grapes play a vital role in year-round supplies to the US.
“We have the supply to support retail needs throughout the spring and early summer, and just when retailers need it, Grapes from Mexico infuse new freshness into the category since we pick daily and use no preservatives,”said Juan Laborin, general director oftable grape producer association AALPUM. “We are projected to grow by 25 per cent over the next five years so the industry can continue to count on us for volume, quality and freshness.”
The trade component of the “Snack On!” campaign includes a Retail Display Contest in support of key spring/summerholidays like Memorial Day, Father’s Day and Fourth of July, as well as educational materials and best practice insights. The consumer campaign includes a wide ranging marketing programme featuring an online sweepstakes with weekly prizes on the brand’s microsite and Facebook page, online advertising, targeted email marketing and influential blogger outreach.
“Given that grapes have been the third most popular fruit for nearly a decade, the availability of Grapes from Mexico enables retailers to keep sales strong by delivering, fresh, deliciously sweet grapes during the spring season,” AAPLUM said. “Over 75 per cent are graded US Fancy and with quick delivery to the US market we can guarantee exceptional quality.”
