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CTGC extensively promoting 2021 grapes

By
Tim Linden

With a multi-faceted effort, the California Table Grape Commission is consistently promoting the state’s fresh grapes throughout the year in United States and Canada, as well as in many overseas export markets.

Jeff Cardinale, vice president of communications for the commission, said the domestic promotion will include on air California grape commercials and messages through the end of the year on television, podcasts, radio stations and online.

The commission is using digital television through November with three 15-second commercials airing on a variety of streaming services, digital television networks, apps and sites, including Roku, Sling TV, HGTV and foodnetwork.com, with the goal of reaching primary shoppers ages 25-73. Commercials, including some with retailer logos, are airing in U.S. markets where retailers have committed to promoting California grapes. Digital television serves as a retailer incentive. The three distinct commercials feature their California origin, snacking possibilities and health benefits.

trio
Domestic promotion of California grapes
include commercials and messages through
the end of the year on television, podcasts,
radio stations and online. Photo courtesy of
the California Table Grape Commission.

For its radio blitz, the commission is using four radio show influencers to voice ads focused on choosing grapes from California as a healthy snack. Amy Brown, who co-hosts The Bobby Bones Show and The Women of iHeart Country radio shows, will once again voice radio ads on stations that air those shows. The ads will also be featured on her 4 Things with Amy Brown podcast. Enrique Santos, who is an executive at iHeartLatino and a morning show host of the Tu Mañana program, will reach Spanish-speaking consumers on stations that air those shows. 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. On stations that air the Steve Harvey Show, program regular Nephew Tommy will voice California grape spots.

On radio stations throughout Canada and the United States, 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 California Goodness is as follows: “The California table grape farming community works hard to provide fresh, healthy grapes every season. Please stand with the growers and farmworkers, whose livelihoods depend on you choosing California grapes when you shop. Your support matters. Available at (store).”

Health messages, voiced by dietitian Courtney Romano, are also airing on 600 stations around the country, scheduled from June through December, on the Radio Health Journal network.

In fact, health messages for California grapes will appear in print, on social, online and over the air waves this season. Beginning in August, 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. Messages about grapes and skin health will also appear on social media. Health messages will also appear in newspaper articles available via syndication services throughout the United States. In addition, 10 registered dietitians will spread the health benefits of California grapes through blog posts, social media posts, television appearances, and magazine articles. 

The Canadian market, which is the No. 1 export market for California grapes, will also enjoy a specific promotion geared to that market. Celebrity chef and Canadian native Roger Mooking has created three new California grape inspired recipes for a media tour to television stations around the country. The recipes will help consumers use grapes in new and inspiring ways.

Mooking will be highlighted in the food section of the Sun Media Newspaper group, featuring California grape images, facts, and fun facts, tips, images and his newly created California grape recipes. The article will appear in approximately 40 print newspapers and several online sites. California grapes will also appear with Chef Mooking in Canadian Living both online and in print. Canadian Living is the No. 1 food magazine in Canada.

In stores, consumers will have the opportunity to both taste and see California grapes via samplings and lightbox displays. Additionally, 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. Mobile markets will also cruise through the streets of Manila offering samples.

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