IGA, Watermelon Board partnership driving in-store engagement
IGA, Watermelon Board partnership driving in-store engagement
The Independent Grocers Alliance and the National Watermelon Promotion Board partnered to launch a robust second-half 2025 shopper marketing and retailer education campaign designed to boost watermelon awareness, drive in-store engagement and support IGA retailers in delivering fresh, family-friendly solutions to their customers.
Kicking off this month, the multimedia campaign will leverage IGA’s retail media network, digital circulars and in-store promotions to feature watermelon as a healthy, fun and versatile option for summer and holiday meals. The collaboration includes:
- Co-branded Retail Media Display Ads: Targeted ads driving shoppers to digital circulars and store shelves.
- In-store Shelf Tags: Branded tags to highlight Watermelon Board content in participating IGA stores.
- Digital Engagement and Recipe Integration: Featuring IGA’s Family Meals Made Easy recipes on IGA.com and the Watermelon.org website, with national digital circular recipe blocks and newsletter inclusions.
- Holiday Ugly Sweater Sweepstakes: Watermelon-themed POS presence in IGA’s popular holiday sweepstakes campaign.
- Retailer Education: Amplified content through The IGA Minute eNewsletter, IGA’s Category Insights Hub and Shopper Matters podcast promoting Watermelon Board’s Learning Lab, complete with gift card incentives.
"This partnership reflects our ongoing commitment to support independent retailers with best-in-class resources and fresh, engaging content that resonates with today's shoppers," said Michael La Kier, IGA vice president of brand development. "By teaming up with the Watermelon Board, we’re adding value both in-store and online — delivering fun, education and flavor to families across the country."
With an estimated reach of over 500 million impressions annually through IGA’s national digital ad platform and over 20 million impressions through the holiday program alone, this partnership underscores the shared mission of IGA and the Watermelon Board: helping retailers succeed in an increasingly competitive marketplace by connecting with shoppers in meaningful ways.