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California Table Grape Commission Uses ATP-Funded Advertising to Expand Global Awareness



Attachment California Table Grape Commission Global Print Success Story 01 28 20 USAEDC


The Natural Snack - ATP In-Flight Magazine - Singapore

Using ATP funds, magazines with international audiences were targeted with ads to create awareness of the California origin, availability, and ways of using grapes from California as a healthy, portable snack. With a focus on Asia, five in-flight airline magazines were targeted; three ran California grape ads August through October 2019, and two ran ads in September and October 2019. As part of the media buy, a major international airline ran a 15-second California grape TV commercial in-flight September through October 2019 at no additional cost. Consumer-tested through research, the grapes from California global look and ad messaging distinguishes California grapes around the world and is recognizable wherever consumers travel or shop. The magazine ads generated a total of 19,812,000 consumer impressions, and the in-flight TV commercial added another 4,000,000 consumer impressions to the ATP activity, for a total of 23,812,000 consumers reached.