WOLCOTT, NY - It’s a seller’s life for Crunch Time Apple Growers, as the organization prioritizes a brand refresh for SnapDragon® apples with customer engagement. The end goal? The organization wants to produce more sales than ever before. The approach the apple growers are taking is multi-tiered, creating a new website, fresh social media channels, and a new look for the apple that will replace older varieties seen in produce aisles.
“Something we discovered when we executed our online strategy, was there was an audience of SnapDragon enthusiasts out there waiting for our apple and trying to buy it before we had even started picking,” said Rena Montedoro, Director of Marketing at Crunch Time, in a recent press release.
With a honed mindset on the desires of consumers wrapped up in their active lifestyles and looking for healthy snacks, new partnerships supporting the value proposition of SnapDragon Apples are the product of its recent brand refresh.
Montedoro then pointed to fans such as Debbie Selke of Schenectady, New York. “Mrs. Selke literally drove from market to market ‘Seeking the Snap.’"
From this experience, the Seek the Snap Campaign was born. The driven campaign will run from October 23rd through the end of December, said Montedoro. Facebook users can share where they purchased their SnapDragons to be entered in to win a tote bag and some of the organization's apples.
“We want to further engage our online fans as well as show retailers that consumers are demanding our product and sometimes go to great lengths to get their ‘Snaps,’” continued Montedoro.
As the official Apple Sponsor at the nationwide Tough Mudder events that tap into a 3 million viewer audience, the company is well on its way to creating a relationship with active consumers. The apple growers are also teaming up with Schwinn bicycles, which opened October 5th, for a prize-rich promotion. The partnership will be giving away a bike a week throughout November.
Promotions for SnapDragon Apple have proven to be fruitful as they have run throughout this season, with a reported 8,000+ people signed up within the first week for the bike promotion with Schwinn on SnapDragon’s website. Views have also jumped from 15 to over 85,000 within just 60 days for Facebook and Twitter.
“People love this apple. Our consumers tell us SnapDragon has replaced every other apple for them–including Honeycrisp,” said Montedoro.
While boosting posts has helped the organization, conversations with core consumer Facebook users has proven to be the real story, according to Montedoro.
SnapDragon has not lost sight of more traditional methods of marketing, as it returns to a variety of retailers for in-store demos for a personal touch with its fanbase. This has allowed consumers to discover the crunchy deliciousness of this artisanal apple variety.
For the 145 farmers growing SnapDragon Apples, who farm under the name of Crunch Time Apple Growers, this marketing exposure has been invaluable.
“Our most important marketing objective is to build our consumer base and share our exceptional apples with as many people as possible,” said Montedoro.
With attentive highlights specifically shed on the carriers of SnapDragon, Crunch Time hopes to drive consumers to its doors for purchasing.
For more bites into the the fresh produce industry, stay tuned into AndNowUKnow!
