Jazz apples drive sales with Super Bowl wings
T&G’s innovative Jazz apple campaigns are making the brand a top-10 category performer in North America, while delighting consumers with healthy snacks and meals. The apple’s latest Nielsen update highlights year-over-year dollars at a 15 percent increase and year-over-year pounds at increasing 8 percent.
Angie Hanson, Oppy and T&G North America national brand activation manager, said this strong growth has been driven by innovative campaigns, like its latest Super Bowl/Game Day partnership with top chef Joel Gamoran.
“We’re partnering with retailers to deliver inspirational, integrated, sales-driving campaigns which achieve trade and consumer value,” Hanson said.
“With 1 billion chicken wings reportedly consumed during the Super Bowl annually, our latest campaign is a turn-key program featuring Jazz Apple Korean GameDay Wings — a recipe created by Gamoran — providing consumers with a great reason to put a fresh spin on their favorite Super Bowl snack.
“More than ever, consumers are eating and celebrating at home, so we want to help them create chef-level experiences which are simple, delicious and healthy,” said Hanson.
Jazz has developed an integrated experience for both retailers and consumers. Oppy made the Korean GameDay Wing recipe the focal point of a custom path-to-purchase promotion. Elements include a kwik-lok tag on Jazz poly bags, merchandising materials to build eye-catching displays, a social shopper contest and more.
On Feb. 2, consumers can participate in a free virtual cooking event, hosted by Gamoran, where he’ll demonstrate the recipe — which is sugar free, chock full of healthful ingredients, like fresh Jazz apples, garlic and ginger, and can be prepared in an air fryer.
“Together, these activities provide retailers with a great opportunity to promote the tangy-sweet, always crunchy Jazz apple,” Hanson said.
Gamoran, one of North America’s top chefs, who has a real passion for sustainability, noted, “Jazz apples are genius for game day wings — and if you’re not using them in a recipe, their size is perfect for snacking because nothing gets left to waste.”
“Jazz apples are a great incremental purchase to avocados, as no big game watching is complete without guacamole and wings," said Roger Aguirre, Oppy’ s director of apples and pears. "Between New Year’s resolutions and general wellness concerns heightened with COVID-19, this could be one of the most healthful game day celebrations yet.”
Jazz is marketed in the U.S. by Oppy, CMI Orchards and Rainier Fruit Co.