New York Apple Association launches new campaign
The New York Apple Association is getting ready to kick off its Get NUTritious with New York Apples! Campaign.
“New York Apple Association is celebrating March Nutrition Month with a bold, fun social media sweepstakes,” said Cailin Kowalewski, promotion manager for the NYAA. “The campaign gives consumers the chance to win a nut butter sampler and a chance at a $200 gift card. We have had great success with our consumer sweepstake-themed packages — our last sweepstake promotion alone generated over 100,000 entries.”
The NYAA launched its newly designed website earlier in the crop year. The new website has had more than 500,000 visitors with over 250,000 of those being new website visitors. As of early 2021, the association has already seen more than 20,000 impressions on social media since August when the new website designed launched.
“The new website has an expanded section for foodservice, retail, and wholesale partners who can use it to order and download new point-of-sale and collateral resources at their fingertips,” Kowalewski said. “Buyers can also find contact information for NYAA’s commercial apple shippers and processors.”
Kelly Springer, registered dietitian, and spokesperson for NYAA, will make television and social media appearances advocating the nutritious benefits of New York State apples along with having fun with the NUTritious social media campaign. A series of online digital ads will be debuted to promote the campaign.
Lately, the NYAA has seen an uptick in usage of display shippers and triwall bins.
“The display shippers are being used for loose apples and pouch bags of managed and classic varieties,” Kowalewski said. “New York has also seen an uptick in 3-pound and even 5-pound poly bag movement and is proving to be a great way to highlight the unique brands of managed varieties while showcasing their New York origin.”
Over the past year, NYAA has had great success in several retail display contests.
“With so many new point-of-sale items created, display contests have been a great way for us to both share materials and obtain floor space for product,” Kowalewski said. “NYAA was able to open display contests in 16 states, increasing exposure to New York apples for customers in states along the East Coast and Gulf of Mexico, from New York to Louisiana.”
With a focus on “Less Miles to Market,” NYAA shared that it just makes sense for states that are closest to New York State to carry New York apples, not only for the great-tasting apples, but because it takes less miles to get apples from the packing houses to the retailers.
“Each apple is unique as each consumer has their own favorites,” Kowalewski said. “Celebrating the uniqueness of each apple flavor’s characteristics is important.”
NYAA wanted to conduct a qualitative research study to determine the competitive position of New York’s apple industry and identify new or emerging market opportunities.
Securing grants from the Apple Marketing Order funds and Federal Specialty Crop Block Grant funds, a study was initiated.
“The study is being used to develop creative approaches to increasing the sale and consumption and purchase preferences for New York apples,” Kowalewski said. “The association will convene board of directors, NY apple shippers and others this year as they progress in their marketing plans for the 2021-22 apple crop year.”
In the meantime, the association is coordinating several digital partnerships with retailers across the country in promoting New York apples.
“All the way to partnering by supplying creative assets and content that can be used by retailers on their website, social media, and online cooperative ads, kiosks, and digital couponing,” Kowalewski said.