New York Apple Association excited about Salad Challenge campaign
In September, the New York Apple Association’s marketing, public relations and nutrition staff is banding together to promote Eat Cleaner, Feel Better — Take the Big Apple Salad Challenge campaign.
Jim Allen, president and chief executive officer of the Fishers, NY-based association, said salads aren’t a traditional way to eat apples, but the group is working to change that.
“We’re doing this by bringing the unique crunch, flavor and nutrition of apples to the salad plate,” said Allen. “Plus, apple cider makes great dressings. We’ve got a multifaceted campaign planned, including retail, direct market, school foodservice, videos and even a Facebook sweepstakes lined up for the coming apple season.”
The NYAA’s consumer advertising program continues to morph to reflect how people are taking to media these days. It is advertising more on radio, internet radio and online.
“We love online ads because they allow us to engage and interact more with consumers by tapping into what they are interested in,” Allen pointed out.
“In-store, we’re doing more digital couponing and other digital outreach, including supplying exclusive blog and social media content to retail partners,” he continued. “At the same time, there’s no substitution for supporting traditional activities such as demos that get fruit in consumers’ hands and mouths.”
At retail, the NYAA works with its shippers and their customers on customized promotions to drive sales.
“Watch for a new bin design for retail displays,” said Allen. “Its fresh design is sure to draw shoppers’ attention, and we can customize bin headers and point-of-sale signage. This season, we are partnering on a program to reach retail dietitians with Produce for Kids, which focuses on New York state apples.”