WASHINGTON, U.S. – Washington Envy apple harvest is now underway, and consumers are invited to “Bite and Believe.”

According to a press release, the Envy “Bite and Believe” marketing campaign leverages touch points inside and outside of stores and was launched at Fresh Summit.  David Nelley, Executive Director of the Oppenheimer Group’s apple and pear category said that the campaign is backed by consumer research efforts that show what people are looking for in a premium apple.

“Earlier this year we commissioned a research firm to delve into premium apple varieties,” said Nelley. “Results pinpointed what consumers across the U.S. love about premium apples and Envy in particular. As global production ramps up, the time has come to energize the look and feel of the Envy brand.”

Envy is a natural Royal Gala and Braeburn that can be distinguished by its deep red hue, sweetness, and natural resistance to browning when cut. “Bite and Believe” was inspired in part of zealous Envy fans that regularly share Envy across various social media platforms. The campaign was created by Oppy and the Envy brand owner ENZA/Turners and Growers of Auckland, New Zealand and will touch many global markets over time.

“To our delight, Envy has gained a host of supporters, including produce managers, moms and apple fans who have gone out of their way to spread the word,” he continued. “We think ‘Bite and Believe’ will be very effective because it encourages trial and promises the reward of a genuine eating experience.” 

‘Bite and Believe’ will be featured on in-store signage and shipper units, billboards in key markets, outreach and contests on Facebook, Twitter, Instagram and Pinterest, and a new website at www.envyapples.com. The clean, contemporary site is highly interactive, encouraging users to submit Envy recipes and pairing ideas, and take part in social media discussions.

The Washington season begins in early November and continues through May.  Volume is limited, so consumers are encouraged to order early. 

Oppy