WENATCHEE, WA - One of the key things I look for when biting into an apple is how juicy it will be. With Starr Ranch Growers’ JUICI™ apples, there’s no question as to how juicy these crunchers will be! To help spread the word about these aptly-named apples, the grower will be launching several marketing activities this fall with the help of a new partnership.
“Marketing is key to driving trial and repeat purchase,” Dan Davis, Director of Business Development, said. “We are successful in getting JUICI apples into our retail partners’ stores, now we have to make sure their shoppers can find them, try them, and come back for more.”
According to the press release, this harvest is the first time the company has had organic JUICI apples in promotional quantities. Starr Ranch also has new packaging for both conventional and organic JUICI apples in corrugated boxes that reduce the use of plastic and is adding a JUICI specific page of content with recipes and other usage facts on the Starr Ranch Growers website.
To further its marketing strategy, the grower will be launching JUICI-specific social media accounts on Instagram and Facebook. Starr Ranch formed a new partnership with a major social media influencer who will promote JUICI apples on their respective sites and is also working with micro-influencers on similar promotional activities.
“Micro-influencers focus on a specific niche or area and are generally regarded as an industry expert or topic specialist,” said Davis. “They understand their followers and know what kind of content they want to consume so they create content that resonates with their audience and helps them establish a sense of bonding and trust.”
Starr Ranch plans to leverage its new social media sites to host givewaways, including five gift boxes containing JUICI apples with drink tumblers JUICI drink recipe cards, and a customized JUICI-scented candle labeled, “Cheers to JUICI Harvest.” In addition, the company will give away 20 gift boxes containing JUICI apples and customized JUICI slides (athletic slides/slippers) with a customized JUICI-scented candle labeled, “Sliding Into JUICI Harvest.”
With the scent of JUICI in the air, cravings for the apple will surely grow this season! AndNowUKnow will continue to report on the latest, so stay tuned.
