New York Apple Association's winning commercial to air on Food Network, HGTV, Nickelodeon
The New York Apple Association's new commercial featuring New York apple growers won a bronze Telly award and will air on several major TV networks, according to a news release.
The Telly Awards is the world's largest honor for video and television content across all screens. Entrants are judged by the Telly Awards Judging Council, an industry body of more than 200 experts. Those experts include advertising agencies, production companies and major television networks, reflective of the multiscreen industry the Telly Awards celebrates.
The commercial was produced by Rochester-based creative agency Mason Marketing and the New York Apple Association.
This year's contest received more than 11,000 entries, with more submissions worldwide, such as Australia, Mexico, Germany, Spain, France, Malaysia, Singapore and Taiwan.
“We have a strong multimedia campaign for this fall, and the commercial will play a significant role,” association President and CEO Cynthia Haskins said in the release.
The winning commercial will air on the Food Network, Hallmark Channel, Magnolia Network, HGTV, Lifetime Network, E!, OWN, Bravo, Nickelodeon, TLC, Cooking Channel and Freeform. Clips from individual grower interviews will appear on the association’s Facebook page and will be used this fall to support the 2022 apple harvest.
The association's target market for this season includes cooking enthusiasts and consumers who want healthy snack options.
“Our social media content will incorporate the winning commercial and several of the grower videos captured while on location,” association designer and social media manager Tony Mikiciuks said in the release.
Consumers want to know where their food comes from and from whom, he said: “We continue to make the connection between consumers and New York apple growers through digital media."
The 2022 fall apple crop’s digital resources will include customized digital coupon programs and an extensive asset library of recipes, videos and apple descriptions. Geo-targeted promotions will provide retailers with original content and coordinate online advertisements with sales and promotions. The association will work closely with New York apple shippers and retail partners on geo-targeting advertisements, which allows for targeting of consumers within the key physical radius of stores.
“Our digital geotargeting program allows us to place beautiful, custom apple content in front of consumers during the most important times in our crop year,” association account promotion manager Cailin Kowalewski said in the release. “Our in-house expertise and collaboration with retail partners should make for a winning combination in 2022.”
Also, the association is teaming up with influencers to deliver promotional messaging in marketplaces where New York apples are found. The group’s high-graphic tri-wall orchard bins, display merchandisers, totes, pouches and poly bags will continue to be available through New York State apple shippers.
“We are hearing reports from our growers that they are anticipating a good crop year. It will be an exciting year for New York,” Haskins said in the release. “Our account managers, equipped with a solid line-up of marketing and merchandising programs, are providing retailers and the foodservice industry with what they need to sell more New York State apples.”
