Stemilt's #RaveRoadTrip Comes to a Close
- by Jordan Okumura
WENATCHEE, WA - Alongside its new signature apple, Rave®, Stemilt Growers’ has traveled 1,756 miles, with the #RaveRoadTrip entering its final stop in New Jersey today. Over the past three weeks, Stemilt has been introducing consumers to this one-of-a-kind apple variety.
“Every stop has been a new adventure and an awesome experience,” said Brianna Shales, Communications Manager. “Our team had a blast interacting with consumers on a personal level to drive trial and increase brand awareness of Rave apples. It’s cliché to say, but we heard so many raves about this apple. People love its Honeycrisp texture and super refreshing flavor. One consumer even told us that it tastes better than any apple she’s had before!”
Along the way, Stemilt reached over 10,000 consumers, a press release noted. Not only did pop-up events and the colorful Rave-mobile draw shoppers’ eyes, the bold color of the brand itself was a beacon. Throughout the journey, Stemilt documented the trip using the hashtag #RaveRoadTrip on social media, which upped consumer awareness. Throughout the #RaveRoadTrip, Stemilt was running geo-targeted social ad campaigns and working with influencers to spread the news about the apple’s availability nationwide and build brand recognition. This outreach work has led to more than 250,000 impressions for Rave apples in one month.
“People loved hearing about Rave’s unique Honeycrisp-MonArk parentage, how the variety was developed, and where we farm it today,” stated Shales. “As the growers of this apple, we love sharing that story. It was also fun to bring the #RaveRoadTrip to social media and share the amazing experience that Rave was having with our fans located near and far from the friendly cities we visited.”
While sampling Rave apples, Stemilt had an orchard-themed porch swing to inspire Instagram photos (color me jealous!). Consumers also had a chance to enter a sweepstakes to win gift cards to local attractions at most city stops.
“Tapping into our influencer network is another way we introduce consumers to Rave apples,” Shales remarked. “With about a month remaining in the apple’s short season, we’ll do another push to share Rave with top-tier food media outlets in hopes of keeping the raves coming.”
Stemilt also noted that this is the third year Rave has been on the market, with its biggest crop to date. Prior to this season, Stemilt introduced Rave apples through various marketing efforts, including a media and influencer dinner featuring the apple and a Rave apple pop-up shop located in the Big Apple.
“Rave is a fun brand to market and this #RaveRoadTrip was quite the adventure to take an apple on,” said Shales. “The consumer response has been overwhelming. We look forward to continuing the positive momentum on Rave as it is featured in produce departments across the country over the next several weeks.”
Exciting news for the Stemilt team! Keep reading AndNowUKnow for all that’s happening fruit-side.