NEW YORK - The New York Apple Association (NYAA) is excited to kick off the new year by launching its new consumer campaign for 2025, The Big Flavor: Wellness Never Tasted So Good with New York State apples. The campaign includes social media content, entertaining videos featuring Bob for Apples from the NYAA 24/7 virtual news desk, apple nutrition from Kelly Springer, registered dietitian and NYAA spokesperson, and a series of healthy recipes and usage ideas for New York apples.

Cynthia Haskins, President and CEO of NYAA, expressed enthusiasm about the increased funding for this year’s campaign: “The New York Apple Association is fortunate to have been awarded additional funding for our current fiscal year as we expand our consumer reach. We are expecting good results from The Big Flavor: Wellness Never Tasted So Good campaign.’”

Last year, the NYAA’s consumer budget from the NYS Local Assistance fund was $790,000. This year, it has grown to $1.24 million. These funds support the promotion of New York apples through various channels including television, radio, social media, digital ads, print advertising, and retail. This state-provided funding complements the annual $2 million raised through the NY Apple Marketing Order, which supports marketing and promotion efforts for New York apples.

“With the additional funding, we are able to expand our consumer and trade reach,” Haskins noted. “We have several Bob for Apples from New York videos lined up in our social media calendar, and there are three that are being launched within the next few weeks. We are also advancing the videos to YouTube.”

One of the campaign’s videos features Bob exercising in a gym, trying to break his personal sit-up record. As Bob struggles, an apple drops into the frame, and he gains the energy to complete 100 sit-ups, to cheers and celebration. The announcer concludes by encouraging viewers to “get energized with The Big Flavor of Apples from New York today!”

Another video segment features “A New York Apple A Day,” where Bob interviews Dr. Crispin Braeburn about the health benefits of New York apples. Dr. Braeburn explains that apples provide fiber, energy, and hydration during workouts. A comedic twist unfolds when Bob appears to interview himself, wearing a disguise as Dr. Braeburn. “No wonder Bob couldn’t snag a real doctor for the show,” the announcer quips, as Bob’s true identity is revealed. “A New York apple a day keeps the doctor away.”

In another fun segment, Bob practices yoga, meditating to manifest a New York apple. As he chants, a glowing apple materializes above him, and he joyfully bites into it, chanting “Yummmmmmmmmm.”

In addition to these videos, Bob and Kelly Springer will team up for a series of “Wellness News Bites.” Haskins explained that “Kelly Springer will be discussing topics like pectin, antioxidants, food as medicine, plant-forward diets, lowering cholesterol, phytochemicals, reducing the risk of heart disease and stroke, and why apples deserve a spot in consumers’ diets.”

The campaign’s goals for this year include elevating the NYAA brand, raising consumer awareness about locally grown, superior-tasting apples from New York, and emphasizing their health benefits.

“To achieve this, we employed a multifaceted approach, leveraging traditional tactics such as television and print advertising alongside innovative digital platforms, including online digital ads and social media,” Haskins said.

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