Grapes from California performed strongly during the last year, and the California Table Grape Commission is doing its part to ensure that big sales continue and grapes stay top-of-mind for consumers.

Jeff Cardinale, vice president communications for the Commission, noted a multifaceted campaign promoting California grapes is currently being implemented in 19 countries representing 94 percent of all exports last season. 

“Consumers will see ads for California grapes at home and on their way to stores, and in stores and online, they will see ads from participating retailers,” he said. “Commercials will air on TV in Japan and Taiwan. In South Korea, commercials will appear in high-traffic subway stations, near grocery stores, in bus shelters, on outdoor video screens, and more.”

Another part of the campaign involves the use of billboards at shopping malls where retailers are known to stock California grapes. 

Plus, in many stores, consumers will have the chance to both taste and see the goodness of California grapes via samplings and lightbox displays. 

“Retailers will showcase California grapes via point-of-purchase materials in local languages, and in select countries, customers will gain points on loyalty cards with every California grape purchase,” Cardinale said. “Mobile markets will also cruise through the streets of Manila offering samples.”

On podcasts, radio ads, TV commercials and online, new commercials championing California grapes will appear through the end of 2021. Currently, there are a trio of 15-second commercials streaming focused on California, snacking, and health. These are also being aired on digital networks and apps, such as Roku, Sling TV, HGTV, and foodnetwork.com.

The ads, Cardinale said, are designed to appeal to shoppers between 25-73.

When it comes to radio, the California Grape Commission is calling on some familiar voices to help get its message across.

Amy Brown will once again voice radio ads that will run on stations that air the Bobby Bones and Women of iHeart Country radio shows, plus on the 4 Things with Amy Brown podcast.  Enrique Santos will reach Spanish-speaking consumers on stations that air the Tu Mañana program and English-language stations that air On the Move, plus on the Hola, My Name Is podcast. 

“Mario Lopez will voice California grape ads on stations that air ON with Mario Lopez and iHeartRadio Countdown, plus on the ON with Mario Lopez podcast,” Cardinale said.

Another spot voiced by dietitian Courtney Romano will deliver the message that the California table grape farming community works hard to provide fresh, healthy grapes every season and ask that people “please stand with the growers and farmworkers, whose livelihoods depend on you choosing California grapes when you shop.”

Additional health messages will air around the country on the Radio Health Journal network.  

Beginning this month, ads focused on science-backed health research will run in print and digital magazines including SHAPE, Men’s Health, People, Good Housekeeping, Health, and Food Network Magazine.  The ads will focus on colon, heart, immune, and brain health.

On radio stations throughout Canada and the U.S., retail tagged California grape ads will run on traffic, news, and weather reports during morning and evening drive times.  An example of one of the spots, entitled

In Canada, celebrity chef Roger Mooking will create three new California grape inspired recipes for a media tour to television stations around that country.  The recipes will help consumers use grapes in new and inspiring ways.