Washington Gala apples in new Mexican promotional campaign: "It's so you"
The Washington Apple Commission is launching a new marketing campaign for Gala apples in Monterrey, Mexico, called "It's so you".
The organization said the bright colors and engaging messaging are a part of its education and awareness campaign for the variety in the northeastern region. The "creative and high-spirited energy" of the marketing materials will help educate consumers about Gala as a bi-colored apple that Washington excels at producing, it added.
“It’s new, it’s fresh and we are excited to see consumers connect with the messaging,” says Toni Lynn Adams, communications outreach
coordinator of the Washington Apple Commission.
The campaign will run from February-March 2019. Digital advertisements, social media and in-store POS materials will draw the
attention of consumers to Washington Galas.
“There is excellent potential in Monterrey. In this specific region it is perceived as an unripe or not fully colored red apple. Our objective is to educate consumers about the diverse coloration of the variety, it’s juicy, sweet taste and motivate them to try this variety,” says Rebecca Lyons, international marketing director.
The organization added yellow blue, pink and purple color palette, imaginative font and interactive graphics combine to create a bold strategy that will provide Washington Galas a cheeky appeal to stand out from the competition.