Each year, Produce Business Magazine acknowledges compelling and effective marketing campaigns in the agriculture industry with their Marketing Excellence Awards. And this year, the Cosmic Crisp® apple was named a winner.
Below is an excerpt of the full article which can be read here.
“Cosmic Crisp®, The Apple of Big Holiday Dreams”
Strategy
To support the launch of a larger 2021 crop of Cosmic Crisp® apples, Proprietary Variety Management, (the brand’s marketing team) launched an integrated holiday promotion.
The promotion kicked off with two print advertisements in the Martha Stewart magazine and Better Homes & Gardens magazine. An advertisement ran in Thrive magazine’s holiday issue as well. A promotional landing page on the brand’s website hosted several unique recipes and decor ideas. How-to videos shot by lifestyle experts hosted on the page and the brand’s YouTube channel were also created.
A retail event at the largest grocery store in North America (located in Boise, ID) brought the Apple of Big Holiday Dreams campaign to life. An additional flagship store participated. During the event, Cosmic Crisp® apples dominated the produce departments. Consumers couldn’t miss the storewide takeover, thanks to signs, branded toppers and price signs, case window clings, floor graphics and giant graphics on the front store windows.
Results
The promotion garnered millions of consumer impressions, thousands of visitors to the Cosmic Crisp® apple website and social media channels, and hundreds of scans to QR codes on various POS materials and print advertisements. The brand’s content had incredibly high engagement rates across all digital platforms. The store event saw a noticeable lift in produce and department sales.
