36th Annual Marketing Excellence Award Winner: Sun World

PROMOTION

AutumnCrisp Grapes Retailer Pilot Program

STRATEGY

As part of its ongoing commitment to and investment in its global licensee community and its retail partners, Sun World International collaborated with Giant Eagle Inc. for an omnichannel marketing campaign, encouraging shoppers to sample and purchase AutumnCrisp brand table grapes at all Giant Eagle and Market District locations. The goal was to deliver a U.S. pilot market test in Columbus, OH, that drove awareness and elevated AutumnCrisp green table grapes.

Last August, Sun World unveiled its intent to market the AutumnCrisp brand as the first globally branded table grape available year-round with a global consumer marketing campaign aimed at driving awareness and trial for the grapes.

RESULTS

Sun World’s collaboration with Giant Eagle resulted in more than 21 million impressions. The consumer pilot campaign generated 20.8M impressions, 150K clicks and 182K video views. Partnerships with four influencers generated 13 pieces of content for the brand, garnering 205K estimated impressions and 167K video views. Digital channels drove 20.7M impressions and 150K clicks during the campaign period. Social media ads had 1.5M impressions and gained 150+ new followers. The AutumnCrisp consumer landing page had 388% growth in traffic in the campaign period compared to pre-launch.