Los Angeles, California-based Envy apples will kick off the 2022 holiday season with a comprehensive marketing campaign designed to drive consumer trials, stimulate repeat purchases and inspire expanded usage occasions.
For the third consecutive year, Envy is partnering with the Hallmark Channel’s “Countdown to Christmas,” the network’s annual celebration of all-new original holiday films.
“The holiday season is a perfect time for Envy apples to be associated with the special moments in our lives that deserve only the very best ingredients,” said Cecilia Flores Paez, T&G global head of marketing for North America.
“Our collaboration with Hallmark Channel’s ’Countdown to Christmas’ helps shoppers make an emotional connection to Envy as they gain inspiration for integrating this extraordinary apple into their holiday traditions. We are delighted to help boost holiday sales and invite retailers to contact their sales agents for point of sale material and display contest opportunities.”
Dubbed “The Ultimate Holiday Apple,” Envy will be promoted with marketing activities that celebrate its quality, red color, crunch and sweetness. The brand will highlight a new series of recipes as part of the promotion.
The recipes will appear in Hallmark Channel’s “Countdown to Christmas” Movie Checklist App, used by holiday film fans to plan their schedules. Through an interactive recipe feature, users will peruse a selection of new apple recipes with the option to click through to add Envy and other recipe ingredients to their shopping cart.
Envy will also be a sponsor of the network’s “Very Merry Giveaway.” The complement to the “Countdown to Christmas” programming offers fans a chance to win daily prizes. Envy’s 12-piece cast-iron fondue party set will be awarded to six winners as part of this year’s sweepstakes. In 2021, the sweepstakes received 148 million page views and more than 76 million entries.
Envy holiday sales will also benefit from investments digital advertising, YouTube pre-roll advertising and PR efforts that will generate awareness by reaching an estimated 250 million impressions during Q4 2022.
At retail, Envy apple 2-pound holiday pouch bags, display bins and point of sale material promote the “Very Merry Giveaway” sponsorship with eye-catching graphics. A custom QR code is featured on packaging, taking shoppers to HolidaysWithEnvy.com where they can enter for daily prizes, find recipes and locate where to buy Envy.
Envy is marketed by Oppy, CMI Orchards and Rainier Fruit Co. and is a registered trademark owned by the T&G group of companies. Developed in New Zealand and patented in 2009, Envy is grown in selected prime apple-growing regions across the globe, including New Zealand, North America, South Africa, Australia and Europe. Envy apples have become an international success story with global demand, sold and distributed in more than 60 countries.
