Cosmic Crisp® Apple Consumer Launch Campaign Officially Underway
- by Lillie Apostolos
WAKIMA, WA - Some things are just written in the stars as a well-established fact, as can be seen in the gargantuan amount of innovative offerings set to debut at this year’s PMA Fresh Summit. Forget the North Star—the time has come to turn to the upcoming event for guidance. Cosmic Crips® apples are shining brightly this year, as the new variety sees unprecedented support from Washing State apple growers. In fact, growers and sales companies discussed a consumer launch campaign, which is led by Proprietary Variety Management (PVM), at the Cosmic Crisp Marketing Advisory Group meeting in September, and it is currently working its magic.
“The Cosmic Crisp apple is a one-of-a-kind variety. Our marketing campaign will build consumer awareness and demand to match the caliber of this high value apple. We’re in a unique position to set the bar, and we have the industry and partner support to make it happen,” shared Kathryn Grandy, Director of Marketing for PVM.
PVM is creating an integrated launch for Cosmic Crisp that will usher it into the consumer-focused marketing sphere for fresh produce, as growers plan for a Fall 2019 harvest and sales. Packaging, in-store marketing, influencers, and a digital campaign will all be utilized to build excitement around the launch. Industry-first sponsored programs and high-profile events will be created to highlight the development of this exciting new varietal. According to a press release, the launch will be the largest investment in consumer marketing for a single apple variety. Investments are expected to reach over $10 million, so preparations for the debut are currently underway.
McDill Associates, the award-winning agency leading the marketing for the campaign that has decades of experience launching and building produce brands and category winners, will orchestrate the breakout of Cosmic Crisp apples.
“With a deep history in produce, I can honestly say we know a game changer when we see it. Cosmic Crisp is everything that a consumer is looking for—and creates a differentiator for retailers. We’re looking forward to partnering with PVM to bring Washington State apple growers an effective launch, and ongoing success,” said McDill Associates’ President and Creative Director, Melissa McDill.
In 2020, an estimated 2.2 million boxes of Cosmic Crisp apples are set to hit the market.
No doubt, Cosmic Crisp’s star-studded launch will shine brightly as the campaign moves forward. For more news in our industry, stick with AndNowUKnow.