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Horticultural Crops

California Grape Radio Advertising Expands Awareness in Canada



Attachment California Table Grape Commission Canada Radio Success Story 01 28 20 USAEDC


Canada radio generic photo

Using ATP funds, in July and August 2019, the California Table Grape Commission ran radio commercials in western and eastern Canada promoting the attributes of grapes from California. A total of 12,919 radio spots ran in Montreal, Toronto, and Vancouver targeting Canadian primary shoppers age 25 to 54 with information on the versatility of California grapes as a portable, natural, and healthy snack available at their local grocer. The targeted Canadian radio spots earned 75,999,200 consumer impressions. To further impact consumer awareness of California grapes, in July the radio buy coincided with two other Canadian activities funded by ATP: the Celebration of Light Festival in Vancouver featuring California grapes as a co-sponsor, and the “Summer Cooking with California Grapes” media tour throughout Canada, led by Canadian chef and television celebrity Roger Mooking. Consumer reach for the three ATP Canada activities was 116,374,001 impressions. California grape exports to Canada July and August 2019 increased by 10.6 percent over the same period in 2018, to 24,831 MT (2,881,238 19-pound boxes), for a value of $51.2 million.