The New York Apple Association’s The Big Flavor in the Big Apple campaign is making a bold statement with a 22-story digital billboard in Times Square. The billboard delivers an estimated 18 million impressions and reaches consumers through social media platforms including Facebook, Instagram, TikTok and LinkedIn.

Apple growers Helene Dembroski and Carrie Wafler, along with Aeffect Marketing and Public Relations, visited with apple enthusiasts under the big billboard to answer questions consumers had about New York apples and to provide opportunities for sampling.

In addition to the Times Square display, 165 digital billboards across NYCLink and surrounding areas in New York City’s five boroughs feature grower videos that complement NYAA’s television commercial airing on social media. NYAA created customized, grower-centric videos targeting New York City for the duration of the campaign.

Display shippers — which NYAA shipped more than 600 of this year — are now in grocery stores throughout the metropolitan area, expanding messaging about New York State apples. The Big Flavor campaign continues nationwide, with display shippers and signage available to participating retailers. Display contests are under way, and winners will be announced in the coming weeks.

“We are getting significant in-store merchandising with large displays this year,” said Cynthia Haskins, president and CEO of the New York Apple Association.

NYAA reported that this year’s promotional efforts include signage, digital couponing, buy-one-get-one offers, feature and sub-feature cooperative advertising, and customized retail display contests.

Apple harvest is wrapping up for the season, and promotable volumes of superior-tasting apples are available. NYAA account managers, along with Haskins, have worked closely with retailers throughout the season. New York apples are available in more than 7,400 retail locations across the country, from independent grocers to corporate chains.

NYAA will head to New York City for the New York Produce Conference, Dec. 2–4. This year’s 20-foot trade exhibit will showcase a variety of New York state apples and highlight resources available to participating retailers and foodservice professionals. Several apple shippers and cider processors will also attend.

Each year, NYAA connects with the foodservice industry to share sourcing information for New York apples. NYAA recently participated in the New York School Nutrition Conference in Buffalo, where school foodservice directors and staff attended the two-day event.

In October, NYAA wrapped up the 13th annual Big Apple Crunch promotion, hosted by the FarmOn! Foundation. The event encourages New Yorkers of all ages to celebrate locally grown apples, healthy eating and school spirit by joining the statewide Crunch Challenge. Schools and organizations that register to participate are eligible to win a $1,000 FarmOn Victory Garden.

With strong retailer participation, high-visibility media placements and a multi-channel strategy, The Big Flavor in the Big Apple campaign reinforces NYAA’s commitment to driving category growth and elevating the profile of New York apples. As the season progresses, the association continues to invest in high-impact promotions and retail partnerships that deliver measurable results.