Autumncrisp sampling, multi-channel marketing and social media influencers draw shoppers to the US retailer
Sun World International has reflected on a collaboration with Giant Eagle in the US, an omnichannel marketing campaign encouraging shoppers to sample and purchase Autumncrisp brand table grapes at all Giant Eagle and Market District locations.
The retail partnership had resulted in more than 21m impressions, Sun World said, making it the latest milestone in its Autumncrisp marketing campaign.
Giant Eagle hosted more than 50 sampling events at its stores throughout Pennsylvania, Ohio, West Virginia, Maryland and Indiana
“We’re so excited to be offering Autumncrisp to our guests,” said Tom Eynon, senior director of produce and floral at Giant Eagle. ”Tasting is believing, and we encourage everyone to visit our stores to experience the unique, juicy sweetness.
“Customers have loved the crispness of the grapes at our sampling events, filling their carts to take them home and coming back for more. This has been a phenomenally performing grape brand.”
Elena Hernandez, director of global marketing insights at Sun World, said retail activations such as its Giant Eagle collaboration were key in creating awareness and momentum for Autumncrisp.
“Even though we are conducting a worldwide rollout for the grape, local and regional activations are key,” she confirmed. ”We are constantly assessing partnerships to help bring the full force of sampling, social promotion and digital advertising to drive shopper traffic to the stores to taste and buy Autumncrisp.
“We’re grateful for Giant Eagle’s focused promotion that has helped us create new Autumncrisp loyalists,” Hernandez added. “This truly has been a win for Sun World, our licensee community and Giant Eagle.”
Click here to register for Fruitnet Grape Congress, which takes place in Bari, Italy, on 4 July
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