U.S.: Cosmic Crisp consumer launch campaign gets underway
Washington-based Proprietary Variety Management (PVM) has officially kicked off the consumer launch campaign for Cosmic Crisp brand apples.
PVM said the new variety is seeing " unprecedented support from Washington State apple growers", who recently gathered with sales companies in September for the season's launch.
The company says its integrated launch will push Cosmic Crisp into a "new stratosphere of consumer marketing for fresh produce".
The national effort will include packaging, in-store marketing, influences and a digital campaign, and the apple will be showcased at industry events.
The launch is on track to be the largest investment in consumer marketing of a single apple variety, PVM said. More than US$10 million is set to be spent on marketing.
The retail launch is due for next fall, with an estimated 2.2 million boxes are expected to be on the market in 2020.
“The Cosmic Crisp® apple is a one-of-a-kind variety," said Kathryn Grandy, PVM director of marketing.
"Our marketing campaign will build consumer awareness and demand to match the caliber of this high value apple. We’re in a unique position to set the bar, and we have the industry and partner support to make it happen."
PVM has selected award-winning firm McDill Associates as the lead agency for the marketing campaign.
“With a deep history in produce, I can honestly say we know a game changer when we see it. Cosmic Crisp® is everything that a consumer is looking for—and creates a differentiator for retailers,” said Melissa McDill, McDill Associates’ president and creative director, Melissa McDill.
"We’re looking forward to partnering with PVM to bring Washington State apple growers an effective launch, and ongoing success."