Sun World International has begun a new partnership with Giant Eagle Inc. and its Leap Media Group to support the national rollout of AUTUMNCRISP, its globally branded table grape.
Through this partnership, AUTUMNCRISP’s crisp, juicy grapes will be available at all Giant Eagle and Market District locations throughout Pennsylvania, Ohio, West Virginia, Maryland and Indiana.
As part of the rollout, Giant Eagle has held more than 50 sampling events at Giant Eagle and Market District locations throughout the food, fuel and pharmacy retailer’s key markets, connecting with shoppers on a personal level with the one-of-a-kind variety – and guests’ positive responses have only furthered excitement surrounding the partnership.
As part of the partnership, Sun World International and Giant Eagle are tapping Leap Media Group, Giant Eagle’s in-house retail media network, to deliver a consumer-centric, chain-wide campaign, with an elevated focus in Columbus, Ohio. This is a holistic omnichannel marketing plan, enabling the retailer to connect with consumers across platforms such as on and off-platform media, email marketing and sampling.
[RELATED: Giant Eagle Introduces Leap Media Group For Brand Engagement]
This collaboration is Leap’s first-ever out-of-home and digital-out-of-home campaign, specifically utilizing print and digital billboards. This partnership allows Leap to further innovate its network and enable seamless, omni-channel experiences for consumers, regardless of their shopping behaviors.
“Our collaboration with Giant Eagle and its Leap Media Group is a huge step forward for AUTUMNCRISP’s rollout,” said Jennifer Sanchez, VP of marketing for Sun World International.
“Until now, when you visit the table grape section at any supermarket, there has never been a recognizable grape brand that’s always available and always consistent in size and taste. AUTUMNCRISP is changing this, and we are grateful for Giant Eagle’s focused promotion driving widespread sampling, social promotion and digital advertising.”
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