36th Annual Marketing Excellence Award Winner: New York Apple Association

PROMOTION

Bob for Apples from New York and The Big Flavor

STRATEGY

The New York Apple Association launched a new official spokesperson, or spokespuppet, in October 2023, touting The Big Flavor, a new campaign created with consumers and trade in mind.

The Big Flavor campaign was developed to promote the superior flavor that New York apples deliver. NYAA used the theme for social media and for trade ads, encouraging buyers to reach out to a New York apple shipper.

Bob for Apples from New York joined ABC7 on Nov. 4 for a half-hour special, Countdown to the Starting Line, the evening before the NYC Marathon, and over 50,000 runners received a New York Snapdragon or McIntosh apple at the finish line.

This year, NYAA launched a Game Day video featuring Bob for Apples from New York, along with reminding retailers to cross-merchandise with Game Day snacks and appetizers.

RESULTS

Bob for Apples from New York’s national television debut segment reached over 53,000 households the night before the TCS NYC Marathon, delivering more 7,871,100 household impressions. There were 165,325 visitors to the recipe section of the website that generated 191,800 sessions and 250,572 page views. The social media campaign, The Big Flavor, resulted in over 19,713,712 impressions.

NYAA advertised on LinkedIn, and the campaign resulted in 1,069,665 impressions. There was a total of 45,024 emails sent, with 10,550 opened, resulting in a 23.43% open rate. There were 27,155 visitors to the interactive map, which generated 29,975 sessions and 55,266 page views.