USApple Encourages Shoppers To Try New Varieties During National Apple Month
October 7, 2013 As National Apple Month kicks off, the U.S. Apple Association (USApple) is launching “AppletizeMe,” a social, digital, and traditional PR campaign aimed at inspiring increased apple consumption by matching consumers’ personality traits with their ideal apple varieties and food pairings.
The online campaign, which continues throughout the fall, partners with T. Marzetti Company and California Walnuts and California Milk Advisory Board. The program will match prevalent apple varieties with products from these brands in unique pairings and recipes. USApple will promote the campaign through a variety of social/digital initiatives, including Facebook ads, Twitter parties, and a national PR campaign.
Individuals who visit AppletizeMe.com will be prompted with the question, “What’s Your Apple Personality?” Visitors then review a dozen types of personalities, each represented by cleverly illustrated apples. Are you a social butterfly? That makes you a Gala apple, the core of the in-crowd. How about an intellectual? Easy as Pi — you’re a Ginger Gold. Fitness fanatic? Then you’re a Fuji, living proof that crunches are worth the effort.
“It often takes something lighthearted yet catchy to get people to try something new,” says Wendy Brannen, director of consumer health and public relations for USApple. “The fun of AppletizeMe is that it encourages us to walk outside of our typical apple-buying habits to check out different varieties and how we can eat them. And, I love that by combining apples with our AppletizeMe partners’ products we can also promote healthy new snack and meal solutions.”
AppletizeMe identifies perfect pairings to accompany each apple personality, such as Braeburn apples with Marzetti Peanut Butter Caramel Dip and chocolate chips, or Ginger Gold with Real California Blue Cheese and chopped California Walnuts.
Individuals who share their apple personality on social media networks can enter for a chance to win weekly drawings for iTunes gift cards throughout October, and drawings for two Apple iPads for individuals who enter through Nov. 21.
AppletizeMe Created With Millennials In Mind
While AppletizeMe appeals to all audiences, it was designed with a special eye toward educating digital- and social media-savvy Millennials, who according to Millennial Behaviors & Demographics, “desire ultimate consumer control: what they want, how and when they want it,” and are projected to be more influential than any group before it. In addition, the 2012 Gen F Consumer Study on Apples found younger consumers have the highest frequency of apple consumption of all age groups.
“AppletizeMe humanizes and personalizes apples for consumers, giving them a distinct connection to select varieties and educating them about apple nutrition benefits,” Brannen says. “We hope it will increase brand loyalty among these younger consumers and introduce them not just to new apple varieties but to new ways to enjoy apples, as with our spectacular program partners.”
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