A new campaign to support Envy apples has been launched by North American marketer Oppenheimer Group and New Zealand-based brand owner Enza/Turners & Growers ahead of the Washington harvest of the apple.
Consumers are being invited to 'Bite and Believe', a message backed by significant consumer research, according to David Nelley, executive director of Oppenheimer's apple and pear category.
“Earlier this year we commissioned a research firm to delve into premium apple varieties,” he said. “Results pinpointed what consumers across the US love about premium apples, and Envy in particular. As global production ramps up, the time has come to energise the look and feel of the Envy brand.”
‘Bite and Believe’ will reportedly reach consumers in numerous ways, including through in-store signage, billboards in key markets, contests on Facebook, Twitter, Instagram and Pinterest, and a new interactive website. Through the new website, visitors will be able to submit Envy-inspired recipes.
“Bite and Believe was inspired in part by the zealous nature of Envy fans everywhere, who have taken it upon themselves to share their discovery of Envy, namely via social media,” said Nelley.
Envy volumes are increasing but they remain limited, he continued. “We encourage our customers to order early and often, as supplies will move very quickly,' he said. 'In my opinion, it’s the best apple to emanate from New Zealand since the Royal Gala.”
A cross between Royal Gala and Braeburn, Envy is distinguished by its deep red colour, its sweet flavour and its resistance to browning when cut. According to Nelley, although the brand is quite popular in Asia, North America is the most mature market for the apple.
Envy is available in North America exclusively from The Oppenheimer Group. The Washington season begins in early November and continues until May, with Envy from New Zealand and Chile available from June until September.
