Launching a New Branded Grape

Client

SUN WORLD

Challenge

Sun World International is a global fruit variety development and licensing business whose network of growers allows for the year-round availability of rising produce stars like AUTUMNCRISP^® brand grapes.

As an industry leader, Sun World aimed to transform the table grape category when it comes to branded product. Together we set a goal to drive awareness and demand for the AUTUMNCRISP^® brand with a uniquely memorable marketing campaign for a global audience.

SOLUTION

Knowing that ambitious marketing efforts are best led with strong creative and recognizable visuals, Curious Plot leveraged Sun World’s fresh new brand identity to create a bold and exciting campaign to support digital marketing, media outreach, social media and in-store promotional materials to turn AUTUMNCRISP^® into a household name.

The new marketing campaign identity captivates the senses, highlighting the unmatched and irresistible crisp of AUTUMNCRISP^® grapes. We leaned into the grape’s differentiating flavor, color, size and eating experience in all creative. With bold imagery and words, we set the look and feel of AUTUMNCRISP^® apart from any other table grape brand.

Piloting a partnership with a key regional retailer was the next order of business. Sun World integrated with an enthusiastic retailer on the development of a full-funnel approach including email marketing, social media promotions and advertising across the retailer’s mobile app and website. Retailer support also featured branded in-store signage and displays, AUTUMNCRISP^® sampling events, as well as collaborations with multiple area food- and lifestyle-focused social media influencers for exciting Instagram and TikTok content designed to drive shoppers to stores to try AUTUMNCRISP® grapes for themselves.

CONSUMER SOCIAL

LANDING PAGE

TRADE EVENTS

RESULTS

This AUTUMNCRISP^® campaign in partnership with the regional retailer resulted in more than 21 million impressions and important insights about how to effectively increase awareness, build momentum and inspire purchase and loyalty.

“We’re grateful for the focused promotion that has helped us create new AUTUMNCRISP^® loyalists. This truly has been a win for Sun World and our partners.” – Elena Hernandez, director of global marketing insights at Sun World