Cosmic Crisp apples to launch with $10 million campaign
Cosmic Crisp apples is asking consumers to “Imagine the Possibilities” with a $10 million marketing and branding campaign from the company that helped launch Pink Lady brand apples.
Proprietary Variety Management is behind the campaign that focuses on Cosmic Crisp’s flavor, presentation and storage, and highlighting the variety’s appeal to chefs, families and apple lovers in general.
“Our goal is to inspire and educate people of all ages by using Cosmic Crisp as a perfect example of big dreams becoming a reality,” Kathryn Grandy, director of marketing for Proprietary Variety Management, said in a news release. “We’re long overdue for a campaign that highlights fresh produce and farming direct to the consumer in a way that excites the dreamer inside all of us.”
Proprietary Variety Management has chosen initial partners focusing on the “the arts and sciences, all sharing the message of aspiration and education,” according to the release:
- The Produce Moms;
- The Missoula (Mont.) Children’s Theatre; and
- The Good Housekeeping Nutritionist Approved Emblem.
The theatre will be bringing its original musical, “Johnny Appleseed,” to communities across the U.S. and internationally with week-long drama residencies, according to the release, and Cosmic Crisp is sponsoring the national tour, which kicks off in February in Missoula. Audiences will have “exclusive Cosmic Crisp tasting experiences,” according to the release.
The Cosmic Crisp earned the Good Housekeeping Nutritionist Approved Emblem, noted for recognizing brands that help consumers make healthier choices. Cosmic Crisp will be able to “share its story with millions of new consumers through print materials, digital platforms and tasting events,” according to the release.
Lori Taylor, founder of The Produce Moms, is the first of several influencers who will promote the apple “off and online,” according to the release.
The retail launch will be in the fall of 2019 when apple harvest resumes in Washington.
Marketing firm McDill Associates is the lead agency for the multi-year marketing campaign, and Ellipses Public Relations will handle social media and public relations for Cosmic Crisp.