Creative Grocers Presents Innovative Uses for Delicious Watermelons
The Independent Grocers Alliance (IGA) and the National Watermelon Promotion Board (NWPB) have announced a partnership aimed at increasing watermelon awareness and driving in-store engagement for the second half of 2025.
This collaboration, which is expected to reach over 500 million impressions annually through IGA's national digital ad platform, will see IGA stores featuring in-store shelf tags spotlighting content from the Watermelon Board. The tags will highlight the fresh, family-friendly solutions that watermelon offers, making it an attractive choice for customers.
Digital engagement and recipe integration will also be a key part of the campaign. IGA's Family Meals Made Easy recipes will be available on IGA.com and the Watermelon.org website, providing shoppers with a variety of delicious and easy-to-prepare watermelon recipes.
The multimedia campaign will utilize IGA's retail media network, digital circulars, and in-store promotions. Co-branded Retail Media Display Ads will be used, driving shoppers to digital circulars and store shelves.
To further engage shoppers, a Holiday "Ugly Sweater" Sweepstakes will have a watermelon-themed point-of-sale presence in IGA's holiday sweepstakes campaign.
Retailer education will be amplified through The IGA Minute eNewsletter, IGA's Category Insights Hub, and the Shopper Matters podcast. Gift card incentives will also be offered as part of the retailer education.
The National Watermelon Promotion Board, established in 1989, was set up as an agricultural promotion group to promote watermelon in the United States and abroad. It is funded through a self-mandated industry assessment paid by almost 700 watermelon producers, handlers, and importers.
The Board aims to boost consumer demand for watermelon through promotion, research, and education programs. IGA, the world's largest voluntary supermarket network, includes more than 7,500 stores worldwide, with operations in 46 of the United States and over 25 countries.
IGA's new licensed wholesaler partner is Winkler. The partnership between IGA and NWPB aims to help retailers succeed in a competitive marketplace by enabling them to engage with shoppers in meaningful ways.
Despite the absence of specific information in the current dataset, this collaboration is expected to help IGA retailers provide fresh, family-friendly solutions for customers, while boosting consumer demand for watermelon.
- This collaboration between IGA and the National Watermelon Promotion Board (NWPB) is expected to enhance cooking experiences through the integration of watermelon recipes on IGA.com and the Watermelon.org website.
- As part of this global-cuisines campaign, fashion-and-beauty and lifestyle aspects will be engaged through a Holiday "Ugly Sweater" Sweepstakes with a watermelon-themed point-of-sale presence.
- The partnership aims to promote healthy-cooking solutions by featuring fresh watermelon offerings in IGA stores and emphasizing its family-friendly features as seen in the in-store shelf tags.
- While traveling to various IGA stores, shoppers can expect increased awareness of watermelon as they encounter co-branded Retail Media Display Ads, digital circulars, and in-store promotions all showcasing the benefits of watermelon.
