FirstFruits Marketing's Retail Support Ensures Opal® Apple Will Be Continued Hit With Consumers
YAKIMA, WA - Looking to ensure the continued success of its popular Opal® apple, FirstFruits Marketing is pursuing a comprehensive consumer campaign and offering promotional opportunities and digital marketing to help retailers boost sales.
“Fans continued to ask for Opals after the season had ended and counted down the days until they arrived in stores this Fall,” said Chuck Zeutenhorst, General Manager of FirstFruits Marketing of Washington, in a press release. “We’re very excited to give Opal fans new and old the chance to enjoy this uniquely delicious apple throughout the holiday season and well into the New Year.”
Opals are available in both conventional and organic varieties, and known for their distinctive crunch, sweet-yet-tangy flavor, and natural resistance to oxidation. The company calls Opals the perfect apple for both snacking and including in holiday entertaining and recipes.
“The Opal apple has a reputation among consumers of being one of the best they’ve ever tasted,” said Zeutenhorst. “We’re tapping into that reputation and reaching consumers directly where they search for recipes, talk with friends and family about food and prepare their grocery lists.”
The company’s comprehensive campaign offers retail support with high-graphic packaging, point-of-sales materials, merchandisers, and plenty of other opportunities for in store support.
Additionally, Opal apples are supported through a digital consumer marketing campaign that includes:
- Coupons
- Geo-targeted advertising
- Engaging social media content
- Family-focused public relations campaign
Using purchasing behavior data obtained through Nielsen, the company’s marketing targets consumers based on demographics and location, and delivers advertising through several different platforms—including internet searches, webpage content, social media, and internet radio.
The company will also continue to fund youth-based initiatives through the Youth Make a Difference Initiative, growing its relationship with local communities. FirstFruit Marketing supported fourteen initiatives in 2015 dedicated to serving communities across the country and encouraging youth ages 6-25 to take leadership roles in the project. Each initiative addresses food security and politics, nutrition, agriculture, or education.
For more on marketing campaigns that retailers can tap into, check in with AndNowUKnow.
