Launching a New Branded Grape
Brand Strategy & Development
Influencer Marketing
Out of Home Advertising
Retail, POP & Merchandising
Social Media
Website Development
Project Overview
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.
Details
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.
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.
