37th Annual Marketing Excellence Award Winner: Stemilt Growers
August 12, 2025 | 1 min to read
In February, *Jewel* launched the "Blast Off" promotion featuring *Stemilt* apples and pears, creating excitement and boosting sales during the typically quiet late season. This campaign, themed around outer space and *Cosmic Crisp* apples, included a consumer sweepstakes with prizes, billboards, themed ads, and enhanced in-store displays. The promotion resulted in a remarkable 900% increase in *Cosmic Crisp* sales and a 107% rise in the *Lil Snappers* bag program.
PROMOTION
Jewel’s Blast Off
STRATEGY
Jewel’s Blast Off with Stemilt apples and pears was a month-long promotion that brought together multiple components and channels to create excitement and sales lift on apples and pears during the late season in February. Traditionally, large apple and pear displays and themed promotions around these items happen in October and November. However, apples and pears still represent a large presence in stores in February and are a year-round staple. The Blast Off promotion tied the theme of outer space with Cosmic Crisp apples and included a consumer sweepstakes with multiple prize levels, billboards, themed ads, and themed store signage combined with expanded feature displays. The grand prize winner is booked for a trip to Cape Canaveral in January 2026.
RESULTS
The results were a 900% increase in Cosmic Crisp apple sales and a 107% increase in the Lil Snappers bag program for February.
20 of 33 article in Produce Business August 2025
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