Apple marketers focus on digital promotions

With COVID-19 having forced consumers to stay indoors and sharpen their skills as online shoppers, apple marketers say they have adjusted, too.

Marketing now is all about online engagement, with social media platforms becoming prime real estate and internet orders attracting unprecedented traffic.

“Previous to the pandemic, demos, point of sale and direct contact with consumers were effective ways to educate consumers about Michigan apples at retail,” said Diane Smith, executive director of the Lansing-based Michigan Apple Committee. 

The committee was marketing through social media before the pandemic erupted early in 2020, so marketers there had a head start, Smith said.

“We have consistently had a strong online presence with our social media channels and that has proven beneficial for us during this time,” she said. 

“Our official dietitian, Shari Steinbach, has created videos for consumers with tips for more cooking at home as well as spending holidays at home.”

The committee also has provided recipes, variety information and healthy living tips that have melded with consumers’ heightened concerns, Smith said.

Online marketing is a reality now, and it likely is here to stay, said Chuck Sinks, president of sales and marketing with Yakima, Wash.-based Sage Fruit Co.

“People are spending more time both online and in the kitchen,” he said. 

“To reach those customers, providing quick, easy recipes for the whole family is essential. It has also created an opportunity to educate consumers on different varieties, flavors and uses of apples.”

Sage Fruit saw traffic on its website and its roster of e-mail subscribers increase throughout 2020, Sinks said.

“By driving consumers to our website through our social channels, we have been able to increase our overall conversation with them — it’s a full-circle approach,” Sinks said. 

“In addition, we’ve been working with influencers and media personalities to engage with consumers.”

Vancouver, British Columbia-based The Oppenheimer Group reported similar increases in online engagement, said Roger Aguirre, Oppy’s director of apples and pears.

“Our approach emphasizes omnichannel marketing; we are engaging with one of the best-known sustainable chefs in North America, Joel Gamoran, to magnify the dual-purpose nature of Jazz apples as the perfect baking and snacking apple, and also encouraging retailers with in-store display contests for Halloween and other occasions,” Aguirre said. 

Covering the bases

Oppy is taking a “holistic” approach to marketing, partnering with radio personalities, tapping into opportunities with subscription food boxes, expanding its reach “with targeted influencer marketing and much more,” Aguirre said.

Brewster, Wash.-based grower-shipper Honeybear Brands has focused its marketing efforts heavily on social media through the pandemic, said Don Roper, vice president of sales and marketing.

“We have a really robust social media strategy around Pazazz that geo-targets shoppers within a radius of stores where Pazazz is on shelf,” he said. 

“The campaign kicked off at the beginning of December and we plan to generate 30 million-plus impressions with playful and health-related ads.”

Honeybear also will work with the American Institute For Cancer Research in February to highlight the importance of eating “a cancer-protective diet,” Roper said.

“The Cancer Cruncher Challenge launching online with supporting in-store POS encourages consumers to eat more apples and upload a photo of themselves in a Pazazz superhero filter,” he said. 

“We are donating $1 to AICR for every complete challenge to help them and their important research in the fight against cancer.”

The Fishers-based New York Apple Association has an online partnership with retailers to promote New York apple varieties, said Cynthia Haskins, president and CEO.

“Partnerships include providing recipes on websites and on retailers’ social media platforms in addition to weekly online circulars,” she said.

NYAA has seen an increase in digital coupon interest this year as consumers are sourcing more online, Haskins said.

Getting ‘aggressive’

The association has “an aggressive social media campaign going this year” focusing on an array of recipes, Haskins said.

“A recent holiday baking contest surpassed past consumer sweepstake promotions by getting over 100,000 entries,” she said.

Gardners, Pa.-based grower-shipper Rice Fruit Co. is active on Facebook and Instagram, said Brenda Briggs, vice president of sales and marketing.

“We have been focusing on bringing the orchards, the packinghouse and the Rice Fruit Co. culture to our followers. We feature recipes, photos and behind-the-scenes looks at what it takes to bring the apples from the orchards to the table,” she said. 

“We especially like to feature ideas to try with kids in support of families.”

In 2021, Rice Fruit expects to see “health and well-being” continue to be a driving force in the public conversation, Briggs said.

“Consumers want to eat well and take care of themselves and their families, and apples continue to be proven for health,” she said. 

Wenatchee, Wash.-based grower-shipper CMI Orchards is partnering with Instacart and has seen “great results with digital strategies” that directly link to online purchases for home delivery, as well as in-store pickup, said George Harter, vice president of marketing.

“Retailers that partner with Instacart and carry CMI products are supported by our efforts to push apple sales digitally,” he said.

“CMI has been exploring a lot of ‘behind the scenes’ targeted digital marketing to gain brand visibility and drive sales for our retail partners.”

It’s a cost-friendly approach, Harter said.

“One of the best things is that we can drive sales with digital marketing at no cost to our customers,” he said. “It all happens behind the scenes; it’s hands-off for our buyers, yet the results speak for themselves. There is absolutely nothing to lose.”

Wenatchee-based grower-shipper Stemilt Growers LLC is active in digital marketing as well, said Brianna Shales, marketing director.

“We’ve been working on this for quite some time and have worked with digital teams on social media, targeted e-commerce marketing and more over the years,” she said. 

“Going forward, it’s going to be important that apple merchandising is approached from the in-store and online experience.”