Fresh Watermelon Concepts Served by Standalone Grocery Stores
In an exciting development, the Independent Grocers Alliance (IGA) and the National Watermelon Promotion Board (NWPB) have announced a partnership for a shopper marketing and retailer education campaign set to commence in the second half of 2025. The objective of this collaboration is to elevate watermelon's profile, positioning it as a healthy, fun, and versatile option for summer and holiday meals.
This multimedia campaign will leverage IGA’s retail media network, digital circulars, and in-store promotions to reach shoppers effectively. The focus extends beyond boosting watermelon sales; it also aims to educate retailers to promote watermelons better, potentially enhancing merchandising and customer engagement around the fruit.
The partnership seeks to achieve three primary goals:
- Boost watermelon visibility and sales in independent grocery stores.
- Promote watermelon as part of healthy and enjoyable meal options for the summer and holiday seasons.
- Use digital and in-store promotional tools through IGA’s retail channels to target consumers and support retailers.
This strategic cooperation capitalises on IGA’s network and digital tools, combined with NWPB's product focus, with the aim of enhancing both consumer demand and retailer readiness for watermelon promotion in 2025.
Based in Winter Spring, Florida, the NWPB is funded through a self-mandated industry assessment paid by almost 700 watermelon producers, handlers, and importers. The campaign will feature co-branded Retail Media Display Ads, driving shoppers to digital circulars and store shelves. Retailer Education will be amplified through The IGA Minute eNewsletter, IGA's Category Insights Hub, and the Shopper Matters podcast.
A highlight of the campaign will be the Holiday "Ugly Sweater" Sweepstakes, complete with a watermelon-themed point-of-sale presence. The partnership aims to deliver fun, education, and flavour to families across the country.
IGA, with over 7,500 stores worldwide, operations in 46 of the United States, and over 25 countries, will undoubtedly provide a wide reach for this campaign. The national digital ad platform of IGA is estimated to reach over 500 million impressions annually, with an additional 20 million impressions during the holiday program.
In addition, IGA's new licensed wholesaler partner is Winkler, and an independent grocer, Busch's, is sourcing items from nearby Southeast Michigan farms, further emphasising the commitment to local produce.
This collaboration between IGA and NWPB promises to bring a fresh perspective to watermelon promotion, aiming to increase watermelon awareness, drive in-store engagement, and help IGA retailers provide family-friendly solutions.
Watermelon's new role as a healthy and versatile food-and-drink option for the summer and holiday seasons will be promoted through the home-and-garden arena with the Holiday "Ugly Sweater" Sweepstakes, emphasizing the partnership's focus on providing a fun lifestyle experience for families. In the shopping sphere, the collaboration aims to boost watermelon visibility and sales in independent grocery stores by leveraging IGA's retail media network and digital tools for targeted consumer engagement and retailer education.
