Stemilt apples take to the gridiron
Stemilt apples take to the gridiron
Strategic marketing programs created by Stemilt Growers LLC are successfully moving retailers into the end zone for a nutritional win-win. “We are launching a new football-themed promotion to help retailers tie-in to everything from bowl games to NFL playoffs,” said Director of Marketing Roger Pepperl. “Apple ads are common around the Superbowl, and our Apple Gridiron promotion is a fun way to tie football and apples together. The idea is to feature two key apple items and pit them against one another to see which one comes out on top. Shoppers ‘vote’ for their favorite apple variety by placing it in their shopping cart and purchasing it. We will create signage for participating retailers and offer sales/display contests for this promotion as well.”
January is prime time to feature Stemilt’s signature apple variety. “Pinata is a consumer-favorite apple that has a sweet-tart flavor with a tropical twist,” Pepperl told The Produce News. “We help retailers promote it by shipping it in a high-graphic box that is designed with a tropical theme. It’s a way for retailers to build fun, colorful displays during the cool months of the year, and certainly helps draw shopper’s attention to Pinata apples.”
Stemilt also grows Pink Lady apples, a variety coveted at Valentine’s Day due to its pinkish exterior color and sweet-tart flavor. Plans for holiday promotions are already in the works.
“Fuji, Red Delicious and Granny Smith are all mainline varieties that should be promoted consistently in ads through the winter months,” Pepperl continued. “Lastly, our Lil Snappers kid-sized fruits are hugely popular and ideal for promoting this year given the sizing of apples trending smaller this year. We have kids’ favorite varieties in a three-pound package that makes for great in-and-out promotions, especially as kids head back to class after the holidays in January.”
Stemilt continues to emphasize creative marketing programs for its apples to ensure success at the store level. New display ready cases will be rolled out in the coming months to promote Lil Snappers as well as Stemilt’s Fresh Blenders line.
“We continue to connect with consumers through our website, blog and social networks,” Pepperl said. “In January, we’ll run an exciting consumer sweepstakes on Pinata apples to promote the availability and great flavor of that apple across our digital channels. We also continue to provide consumers with a one-stop place for resources on all things apples through our website and blog.”
