The growers are capitalizing on the apple’s short season, which they call a “hyper-season,” to encourage consumers to get into the sweet spot of apple season with SweeTangos, according to a news release.
The apple is available only from September into November, according to the release. In 2013 the entire crop sold out in 60 days.
“The ‘Sweet Spot’ retail campaign is scheduled to launch just as SweeTango apples hit the market,” according to the release. “Using digital social channels and in-retail signage, the campaign will connect apple lovers with their favorite seasonal treat like never before.”
On-pack, online and point-of-sale messages will encourage consumers to Tweet, Instagram or text photos of retailers’ SweeTango displays using #SweeTango. Consumers who upload photos will be entered in a drawing to win a year’s supply of apples.
Retailers will benefit because when consumers upload display photos, the retailers’ locations will be added to the SweeTango map and shared via social media, thus alerting other apple consumers of locations carrying the variety that combines the characteristics of Honeycrisp and Zestar varieties.
Only growers who are members of Next Big Thing, A Growers’ Cooperative, Lake City, Minn., are allowed to grow the SweeTango, which took a decade to develop using traditional plant crossbreeding techniques.
The cooperative has traditional retail tools available, including recipe cards and signage. The Sweet Spot campaign is also scheduled to include social media contests and giveaways via SweeTango channels.