Honeybear kicks up Pazazz apple marketing

Honeybear kicks up Pazazz apple marketing

Honeybear Brands, Minneapolis, is rolling out a national campaign for Pazazz apples that involves targeted marketing at more than a dozen retail banners, with a focus on Eastern seaboard locations.

Shoppers are asked to “Find your Pazazz,” — “that extra-special something in their day that’s totally unique and alluring” — encouraging them to celebrate small, but shining moments, according to a news release.

“Geo-specific social and digital ads micro-targeted to customers within the exact vicinity of Pazazz retailers will run in major Pazazz markets across the country, driving customers in store where they’re greeted by new central brand color (on point-of-sale) displays and packaging,” according to the release.

Colorful graphics will appear with messages including “Life is best lived with Pazazz” and “Life Gets More Colorful, More Flavorful, More Rewarding (and many other things), with Pazazz.”

In-store POS and signs, social and digital media ads, the Pazazz website and packaging will have the new brand look. Honeybear Brands plans live radio remotes, promotional events and partnerships with retailers in select markets, according to the news release.

“We’re charting a new path for Pazazz as a brand and a stand-apart premium variety like no other,” Don Roper, vice president of sales and marketing for Honeybear Brands, said in the release. “That approach is about engaging customers through incredible flavor but now also attention-grabbing and fun brand marketing that really speaks to Pazazz’s unique character. We’ve invested heavily and extensively in understanding our shopper audience, and in brand planning and consumer research that’s at the core of driving this customized, new approach to helping our retailers deliver a terrific, engaging experience to their customers”.

Parenting, food and lifestyle bloggers will contribute, creating recipes for Facebook, Instagram, Twitter and food blogs and online media, and some will appear on local TV programming to promote Pazazz.

The new Pazazz brand look is carried across in-store POS and signage, social and digital media ads, the Pazazz website and revised packaging. As part of the campaign, Honeybear Brands is also working on live radio remotes, special promotional events and tie-in partnerships with retailers in select markets. Influential food, lifestyle and parenting bloggers are participating by creating custom recipes and sharing them with their apple loving audiences on Facebook, Instagram, Twitter and a network of some of the leading foodie blogs and online media outlets in the country. In select markets many of those exerts will be making special in-studio TV appearances.

“Pazazz is a unique variety that’s bursting with flavor and we wanted to echo that sense of playfulness, of fun and vibrancy in the way we help engage customers with the brand,” Kristi Harris, Pazazz brand manager, said in the release.

Retail banners participating in the campaign include: Albertsons, Cub, Giant Foods, Hy-Vee, Kroger, Loblaws (Canada), Mariano’s, Meijer, Publix, Supervalu, Randall’s, Stop n Shop, Tom Thumb and Wegmans.