SANLUCAR LAUNCHES A FRUITY SUMMER PROMOTION FOR DISNEY’S LIVE-ACTION FILM VAIANA AND INSPIRES A TASTE FOR SUMMER ADVENTURES

SanLucar, the international premium brand for fruit and vegetables, is inviting consumers to experience summer with all their senses alongside Disney’s live-action film Vaiana. Through this campaign, the company offers retailers a powerful point-of-sale activation featuring a diverse selection of summer fruits. The campaign slogan says it all: “Discover the Taste of Summer.”

The major summer promotion embraces themes such as sunshine, water, freedom, and a spirit of exploration, transforming them into a colorful fruit world at the point of sale. A true fruit parade celebrating summer. Stone fruits, melons, pineapples, avocados, strawberries, mangoes, and grapes represent enjoyment, variety, and unforgettable summer moments. Fruit and vegetable departments become vibrant experience zones, turning the shopping trip into a flavorful journey that sparks curiosity and refreshes the senses.

“Summer awakens a desire for adventure,” says Marketing Director Monica Palmieri. “SanLucar and Disney’s Vaiana embody this feeling in a special way: the curiosity to discover something new—in nature, in taste, and in a world filled with sunshine and summer spirit. With our promotion, we bring this lifestyle to life through a vibrant summer fruit world.”

SanLucar CEO Armin Rehberg also believes the campaign perfectly captures the spirit of the season: “Summer is made for moments of enjoyment. With this promotion, we provide retailers with the right materials and an attractive campaign mechanic to showcase our fruit variety and create a compelling in-store presentation.”

In grocery retail, the promotion transforms stores into a true experiential world through a comprehensive package of POS materials featuring Disney’s Vaiana design. Shelf wobblers, backwalls, floor displays, top signs, and additional promotional elements create a cohesive summer appearance that highlights the fruit assortment and invites shoppers to explore. Digital activities further extend the campaign beyond the store.

Online, consumers can participate in a sweepstake with 50 movie tickets up for grabs. An additional POS competition strengthens the campaign and creates further incentives: shoppers who purchase promotional fruits—including stone fruits, melons, pineapples, avocados, strawberries, mangoes, or grapes—can participate via the QR code at the POS or online, upload their receipt, and secure a chance to win authentic summer-inspired prizes.