The Independent Grocers Alliance (IGA) has begun a partnership with the National Watermelon Promotion Board (NWPB) to launch a second-half 2025 shopper marketing and retailer education campaign designed to boost watermelon awareness, drive in-store engagement and support IGA retailers.
Kicking off in July, the multimedia campaign leverages IGA’s retail media network, digital circulars and in-store promotions to feature watermelon as a healthy, versatile option for summer and holiday meals.
The collaboration includes:
- Co-branded retail media display ads: Targeted ads driving shoppers to digital circulars and store shelves;
- In-store shelf tags: Branded tags to highlight Watermelon Board content in participating IGA stores;
- Digital engagement and recipe integration: Featuring IGA’s “Family Meals Made Easy” recipes on IGA.com and the Watermelon.org website, with national digital circular recipe blocks and newsletter inclusions;
- Holiday “Ugly Sweater” sweepstakes: Watermelon-themed POS presence in IGA’s popular holiday sweepstakes campaign; and
- Retailer education: Amplified content through “The IGA Minute” e-newsletter, IGA’s Category Insights Hub and “Shopper Matters” podcast promoting the Watermelon Board’s Learning Lab, complete with gift card incentives.
“This partnership reflects our ongoing commitment to support independent retailers with best-in-class resources and fresh, engaging content that resonates with today’s shoppers,” said Michael La Kier, IGA’s VP of brand development.
“By teaming up with the Watermelon Board, we’re adding value both in-store and online – delivering fun, education and flavor to families across the country.”
With an estimated reach of more than 500 million impressions annually through IGA’s national digital ad platform and more than 20 million impressions through the holiday program alone, the partnership underscores the shared mission of IGA and the Watermelon Board – helping retailers succeed in a competitive marketplace by connecting with shoppers.
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