New York Apple Association recognized for communications, marketing
The New York Apple Association's "spokespuppet," Bob for Apples from New York, earned Best of Show honors during the Greater Rochester American Advertising Federation's recent awards presentation.
New York Apple Association's "The Big Flavor" campaign includes a series of videos featuring Bob for Apples from New York, who is a news anchor for NYAA News, a virtual news station, along with field reporter Fiona.
"I am so honored to receive an award like this. This is right up there with working side-by-side the New York apple growers in telling their story and spreading the word about The Big Flavor of New York apples," Bob for Apples from New York was quoted as saying in a news release.
Bob debuted last fall, in time for harvest. The NYAA News station shares apple facts, visits to New York orchards and interviews with growers.
NYAA said it collaborated with advertising agency Myers Creative Imaging on the campaign. John Myers of Myers Creative Imaging directed and photographed the work, and Heather Roman produced the campaign. Jason Yates of Front Porch provided creative direction and editing, while Kim Pentheros handled creative and art direction. Pete Reiling oversaw creative direction and copy. Barry Gordemer created Bob and puppets him. David Autovino voiced Bob and Leah Berst portrayed Fiona, a name inspired by Fiona Apple, a famous singer.
"Best of Show always comes down to memorability, which is that one piece that stays in your head long after you shut your laptop and walk off," Anshumani Khanna, a judge for the American Advertising Federation awards, said in the release.
The association featured Bob throughout the season to promote the state’s apples. NYAA said the association worked with Bob to capture a library of recipe assets to share through social media, traditional media and NYAA’s website.
"The Big Flavor campaign is in full swing as we promote New York apples this season. New York has promotable volume and has several resources to assist retailers in moving New York apples," Cynthia Haskins, president and CEO of the New York Apple Association, said in the release.
NYAA recognized by New York State Agricultural Society
NYAA said it also was honored with another award, as the New York State Agricultural Society named Haskins and Tony Mikiciuk, NYAA's social media and trade advertising director, as this year's digital and social media champions of the Cap Creal Communicator Award.
"I am proud of the work that we accomplished,” Haskins said. “Telling the grower story is important as consumers want to know where their food comes from and who grows it and to learn why New York apples are all about The Big Flavor. And being able to tell The Big Flavor story through Bob for Apples from New York is a new way of capturing the attention of the trade and consumers of all ages."
Mikiciuk said the recognition is in part a tribute to Empire State apple growers.
"Winning this award would not have been possible without the dedication of New York apple growers, who involved themselves and the apples they grow by being the focus of creative assets that we posted through social media and the trade," he said in the release.
Related: Meet the New York Apple Association’s new spokespuppet
