FirstFruits wants consumers to Crave the Crunch with Opals

FirstFruits Marketing, Yakima, Wash., is starting the Opal apple season with a consumer campaign, Crave the Crunch.
The promotion highlights the apple’s “distinct crunchy texture making it the yellow apple with a crispy bite,” according to a news release.

Crave the Crunch includes in-store marketing that includes signs, bins and a social media tool kit, all of which invite consumers to Crave the Crunch.

Later this fall, FirstFruits plans to make Opal Crunch Crates, which hold smaller Opals ideal for snacks for children.

Dietitian and author Cynthia Sass returns as Opal brand ambassador. Last season, she developed Opal apple recipes and was featured on more than 25 radio and television interviews, along with a satellite media tour that reached more than 104 million impressions, according to the release.

“We’re looking forward to this Opal season and are thrilled to continue our partnership with Cynthia,” Joe Vargas, marketing director, said in the release. “With her expansive knowledge of health benefits of apples along with her love of Opals, she’s the perfect person to be our brand ambassador.” 

The company is promoting Opals at the Produce Marketing Association’s virtual Fresh Summit.

Opals will be back in stores the week of October 19, according to the company.

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