Envy apples remain the best-selling premium apple brand (Nielsen, Total U.S., Apple Category, L 52 weeks ending Nov. 6) in part due to the brand’s significant investment in driving sales with marketing campaigns that increase awareness and preference, motivate consumer trial and stimulate repeat purchase.
In the fourth quarter this year, the apples got a running start to the holiday season as Envy renewed its promotions. The brand is also engaging consumers in a nationwide omnichannel holiday campaign that recognizes this apple variety as “The Ultimate Holiday Apple.”
From Oct. 22 to Dec. 26, Envy apples are being featured in conjunction with Hallmark Channel’s “Countdown to Christmas,” the network’s annual series of all-new original holiday films.
With its 24/7 holiday programming, Hallmark Channel consistently ranks as the most-watched network in the fourth quarter with women ages 18 and up. Envy apples are being featured on Hallmark Channel’s broadcast, social and digital properties to inspire millions of consumers to include the apple in their holiday recipes, décor and more.
Envy is a leading sponsor of Hallmark Channel’s Very Merry Giveaway. The sweepstakes has to date reached more than 60 million pageviews and received more than 31 million entries. A cobranded TV commercial featuring Envy is expected to deliver more than 15 million viewers.
Envy is also promoted in key market areas via geotargeted YouTube pre-roll advertising , radio and billboards that drive shoppers to stores.
PR activities promoting a series of Envy holiday recipes have earned more than 325 million impressions to date.
In-person retail sampling and Envy experiential marketing add product trial to the mix this year with high-profile community events and holiday activities.
Influencer engagement and television appearances include new seasonal recipes by The Produce Moms and a holiday entertaining tips by dietitian Annessa Chumbley.
At retail, Envy apple 2-lb. holiday pouch bags and digital/physical POP material promote the Very Merry Giveaway sponsorship. On pack is a custom QR code that takes shoppers to HolidaysWithEnvy.com where they can enter for daily prizes, access movie-time snack recipes or check where to find Envy in stores nearby.
Envy is marketed by Oppy, CMI Orchards and Rainier Fruit Co.