Coast-to-Coast Major Retail Marketing Campaign Kicks off Exciting Brand Evolution for Pazazz
- by Anne Allen
MINNEAPOLIS, MN - Don’t we all need a little pizzazz in our life? I’m not talking glitz and glamor, I’m talking the premium apple variety Pazazz, and how Honeybear Brands' new coast-to-coast retail campaign is shining a spotlight on the brand evolution of Pazazz apples. The campaign, which runs up and down the eastern seaboard and across major cities in the U.S., is designed to encourage every shopper to “find your Pazazz”—that part of the day that is unique and fun.
“We’re charting a new path for Pazazz as a brand and a stand-apart premium variety like no other,” said Don Roper, Vice President, Sales and Marketing. “That approach is about engaging customers through incredible flavor but now also attention-grabbing and fun brand marketing that really speaks to Pazazz’s unique character. We’ve invested heavily and extensively in understanding our shopper audience, and in brand planning and consumer research that’s at the core of driving this customized, new approach to helping our retailers deliver a terrific, engaging experience to their customers.”
According to a press release, consumers will love Pazazz for its bold and juicy flavor, and be delighted by the campaign’s newly re-imagined, highly-spirited graphics. Geo-specific social and digital ads will be targeted to customers within the vicinity of retailers that offer the variety. In the store, consumers will find new central brand colors on POS displays and packaging. The bright blue and contrasting deep red color palette is paired with evocative and emotive new messaging: “Life is best lived with Pazazz” or “Life Gets More Colorful, More Flavorful, More Rewarding (and many other things), with Pazazz.”
As part of the campaign, Honeybear Brands is also working on special promotional events and tie-in partnerships with retailers in select markets. Influential food, lifestyle, and parenting bloggers are participating by creating custom recipes and sharing them with their audiences on Facebook, Instagram, and Twitter. In select markets, some will be making special in-studio TV appearances.
“Pazazz is a unique variety that’s bursting with flavor and we wanted to echo that sense of playfulness, of fun and vibrancy in the way we help engage customers with the brand”, added Kristi Harris, Band Manager, Pazazz. “Most importantly, it’s receiving enthusiastic acclamation from buyers and customers alike.”
Leading retail banners partnering with Pazazz this season include Albertsons, Cub, Giant Foods, Hy-Vee, Kroger, Loblaws, Mariano’s, Meijer, Publix, SuperValu, Randall’s, Stop & Shop, Tom Thumb, and Wegmans.
“This is a game changing year for Pazazz,” Roper concluded. “The variety has reached production volumes that now allow us to ensure consumers can buy and enjoy this special variety from coast to coast. New retail banners up and down the eastern seaboard have joined our growing Pazazz family of partners too, seeing real value in Pazazz as a differentiator in the premium apple category, as well as a retail success that has driven year-on-year sales success for other retailers throughout the west and central regions of the country. We’re thrilled to see our efforts in continuing to evolve the Pazazz brand come to life and most importantly, engage and convert customers for our partners.”
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