A two-pronged Grapes from California radio campaign ran for three months throughout Mexico, reaching listeners and primary shoppers with motivating messages prompting purchase. The campaign ran October through December 2021 in Monterrey, Guadalajara, and Mexico City, and directed shoppers to look for California grapes wherever they shop. The campaign reached over 15 million listeners monthly, increasing awareness of the availability of California grapes and the ways in which grapes contribute to a healthy immune system.
The radio campaign combined commercials with educational and motivational live reads from a popular health journalist and influencer. Recognized as a voice of health within Mexico, the influencer, via her radio show, reaches over 2.1 million monthly listeners who fit within the commission’s primary shopper target audience. Complimenting the radio campaign was a partnership with a leading global retailer that used in-store and digital promotions to create an increase in volume of 10 percent over the prior year.
With the ongoing issues created by the pandemic, among them the shipping crisis, MAP funds were strategically used in Mexico where shipping containers are not needed, and helped maintain Mexico as the second largest export market for California table grapes with a volume of 7,186,427 19-pound boxes and value of $116.9 million.
Funding campaigns like this one in Mexico is one of the many ways FAS helps the table grape industry continue to be an economic driver in the small rural communities in which growers and their employees are based.