37th Annual Marketing Excellence Award Winner: Honeybear Brands

August 12, 2025 | 1 min to read

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During the 2024-2025 hockey season, Pazazz apples partnered with Taylor Heise from the Professional Women’s Hockey League to support Second Harvest Heartland by donating 12,000 pounds of apples. For each assist Heise contributed, Honeybear Brands donated 600 pounds of apples. Heise, praised as an excellent ambassador, helped raise awareness about healthy eating while generating over 7 million impressions through social media, further establishing a fan base for **Pazazz** apples and their nutritional benefits.

PROMOTION

Put Hunger on Ice

STRATEGY

Pazazz apples teamed up with Professional Women’s Hockey League (PWHL) superstar Taylor Heise of the Minnesota Frost to assist Second Harvest Heartland during the 2024-2025 hockey season. Pazazz donated 12,000 pounds of apples to the food bank. Honeybear Brands donated 600 pounds of apples each time Heise fed a teammate an assist, otherwise known as an “apple” in hockey, during Frost hockey games this season. “Taylor Heise has been an amazing ambassador this season. Not only does she genuinely love apples, but as an elite athlete she has helped educate her followers on the importance of fueling their bodies with healthy options,” says Kristi Harris, brand manager, Honeybear Brands. “Just like Heise, Honeybear is passionate about giving back to our community. We were thrilled to see Taylor amplify our Pazazz brand of apples in a genuine spirit of filling the need to alleviate hunger. It’s been a win all around.”

RESULTS

Paid and organic social media campaigns generated more than 7 million impressions. Heise has a large fan base that engaged with her posts, which included baking with Pazazz apples and regular tallies on donations as they climbed throughout the season. Heise also educated her young, athletic audience, creating new Pazazz fans over the health benefits of apples.