Honeybear Brands supports retailers at local level
Family fun events, 5k’s and fundraisers are all getting a tasty treat this spring and summer thanks to a new, nationwide community events initiative from Honeybear Brands. The move is designed to support retailers at the local level by driving consumer trial and purchase of Pazazz, but also to offer a refreshing reward for participants and the public at a wide variety of deserving events across the country.
“We’re having an enormous amount of fun in markets all over the country right now,” said Don Roper, vice president, sales and marketing, Honeybear Brands. “Our brand campaign this year is about how Life is Best Lived with Pazazz so we’re putting our apples where our, or rather, people’s, mouths are. That means sampling Pazazz to race finishers and to moms and dads and their kids who are out in their communities having a great time or supporting a local cause. It’s amazing to hear their feedback too about Pazazz, and of course, help local retailers by driving awareness of this special apple on their doorsteps.”
Pazazz community event support has included Girls on the Run events in Portland, Oregon; Kansas City and Des Moines, promoting empowerment of young girls; Run to Remember for the families of fallen Police officers in Chicago; a series of events in the Twin Cities including Art-A-Whirl, helping promote the work of local artists, the Twin Cities Kids Fun Run, the Cystic Fibrosis Walk in St. Paul, Minnesota and the Living History Farms Trail Run in Des Moines, Iowa. Upcoming events include Move for Kids, Chicago; the Walnut Creek Food and Wines Festival; the Stroke & Stride events in Boulder, Colorado; the Danville July 4th Fireworks celebration which attracts 40,000 people and events in Denver including the Father’s Day 5K and Run for the Door 5K among others across the country.
Event support in locations includes premium, fresh Pazazz apples in graphic, branded packaging; eye-catching POS signage and promotion on Pazazz social media channels. All are intended to support an effort to make new fans of the fruit by trial and product tastings. Participants at events are also encouraged to “share their Pazazz” via posts and tag the brand on social media.
The initiative is part of Honeybear’s focus on supporting retail markets on the ground wherever possible. It follows a program of social media promotions including high- engagement, relevant and playful ads served to consumers in their Facebook and Instagram feeds. The highly visible ads are cheerful in nature and were timed around holidays and trending topics like sports playoffs, Maria Kondo-style decluttering, the premiere of HBO’s Game of Thrones and even the popular Insta Egg post.
Honeybear also struck partnerships with top influencers, chefs, nutritionists and “foodies” in top markets across the country to create local-twists on apple-centric dishes for winter and the holidays, healthy spring eating and special interests like Keto diet recipes. Recipes promoted Pazazz in-market to drive consumer awareness and traffic to retail store locations. Markets include San Francisco; Portland, OR; Sacramento, CA; Des Moines, IA; Columbus, OH; Cincinnati; Minneapolis; Kansas City; Detroit; Tampa, FL and more.
“Of course we continue to market Pazazz nationally,” added Kristi Harris, brand manager, Pazazz. “But where we can, we’re really bringing Pazazz to the people — customers who enjoy active lifestyles and fresh, healthy snacks. If we can do that and provide hyper-localized awareness around our retailer partner locations plus support a great cause in the community, then everyone is winning.”
More community events in other select locations around the country are planned for June and July. For more information or to learn about Honeybear Brands or Pazazz apples visit www.honeybearbrands.com or www.pazazzapple.com.