The promotion, dubbed “Tasty, Healthy & Fun,” aims to educate consumers about apples at point of sale and help retailers connect with the logo. The promotion aims to reach children and their mothers.
“Apples are one of the top fruits among kids, and PBH-sponsored research tells us that 78% of Generation-X moms and 72% of Generation-Y moms are more likely to purchase fruit due to the More Matters logo influence,” Roger Pepperl, Stemilt Growers marketing director, said in a news release.
The promotion has three themes that can be varied over the Washington apple season. Each fits a standard 11-by-7-inch point-of-sale sign provided by the grower-shipper:
- Tasty: This theme focuses on the flavor profile of Pink Lady, gala, red delicious, granny smith, fuji, braeburn, Honeycrisp and golden delicious apples. Stemilt is asking retailers to rotate signage as part of an Apple of the Month program.
- Healthy: Under this theme are established health claims for apples such as “high source of dietary fiber.”
- Fun: This theme provides shoppers with usage ideas and includes a link to Stemilt’s recipe for apple smiles.
Stemilt Growers plans to support participating retailers throughout to help make them eligible for Produce for Better Health Foundation retail role model status. Twitter parties are among the suggested ways for retailers to call consumer attention to More Matters.
“The promotion is a creative and easy way for retailers to promote and sell more apples while earning credit towards their 2013 Fruits & Veggies — More Matters champion and role model status,” Elizabeth Pivonka, PBH president and chief executive officer, said in the release.
The promotion can be used in combination with Apple Rama and other child-oriented ad formats.