Bramley Apple Pie Week's publicity team are feeling rosy after a successful campaign.
Recent figures show the crusade to push cooking apples to the fore generated press column inches worth six times the original investment.
An apple pie competition and television celebrity cooking has contributed to bumper coverage for the quintessentially English product.
Bramley Apple Pie week, which runs every year during the beginning of October, celebrates the UK's love affair with apple pie.
UK consumers buy 64.5 million ready-made pies each year, making the delicacy the nation's favourite dessert.
And the campaign urges the public to buy Bramley to make their own pies.
A healthy level of support was shown by the media this year with the FPJ, Hello, Woman & Home, The Guardian, the Daily Express and the Evening Standard all getting in on the act.
Television cookery slots were secured on Carlton's Taste TV and Yorkshire's Live Lunch programmes with Anthea Turner and former This Morning star cook Susan Brooks making apple pie.
The UK multiples also lent their support to the campaign.
Sainsbury's, Waitrose, Tesco, Asda, Safeway, Somerfield, Morrisons and the Co-op supported the event with promotions, recipes, magazine features and point of sale material.
Bramley Apple Pie Week chairman Ian Mitchell said: 'We are delighted by the success of this year's Bramley Apple Pie Week and we would like to thank those retailers, manufacturers and caterers who supported the initiative. With the excellent fruit quality and skin finish of this year's crop, we are confident that fresh sales will be off to a flying start.
'We will work hard to ensure we keep up this momentum over the winter months.'
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