Brewster, Wash.-based Honeybear Marketing is promoting the health benefits of Pazazz apples through recipes and other promotions, said Don Roper, vice president of sales and marketing.
“We have teamed up with celebrity Chef Elle Simone from America’s Test Kitchen in February during National Cancer Awareness month to promote the healthy benefits of Pazazz apples with delicious recipes,” Roper said. “Elle is a beloved, respected chef and cancer survivor. Sharing her personal journey and creating joy through food, Elle will be an excellent ambassador for Pazazz.”
Roper said the campaign will include a robust social media buy on Facebook, Instagram Pinterest, and be amplified by America’s Test Kitchen platforms.
Altogether, an estimated 10 million shopper impressions are expected, Roper said.
The campaign will also point consumers to an online health check from the American Institute for Cancer Research (AICR), he said.
“For retailers that want to get behind the February mission to promote cancer prevention, we will provide in-store signage that includes a (quick response) code link to the AICR online health check,” Roper said.
Earth Day in April provides Honeybear with an opportunity to carry messaging about some of the marketer’s sustainability efforts to consumers, Roper said.
“Protecting pollinators that are necessary in the production of apples is a key sustainability goal for Honeybear,” he said. “Retailers can help create awareness around the importance of pollinators with bee-themed shelf talkers in their apple decks. He said Honeybear will offer plastic-free, 4-pound boxes of Honeycrisp and Pazazz that would make impressive incremental display and sales opportunities for retailers.
Pazazz apples have a long marketing window because they can be stored for extended periods, Roper said.
“Pazazz is a great eating apple that delights consumers right now, but we see a big lift in the apple category once we get into the late winter and spring months as the eating quality is amazingly steady throughout the entire year,” he said. “Additionally, First Kiss, while limited in production this year, has generated a lot of excitement for this early season apple as the exceptional flavor profile and crunchy texture kicks off the start of the apple crop year.”
