Stemilt Rolls Out New Golden Raves Campaign to Spotlight Rave® Apples; Brianna Shales Comments
WENATCHEE, WA - Stemilt has a golden ticket! With its Rave® brand MN55 cultivar apples back in season, the grower has unveiled its new consumer-facing campaign, and it’s inspired by none other than Roald Dahl’s infamous character Willy Wonka. Drawing on the nostalgia of both the book and the film, Stemilt has launched its Golden Raves campaign that encourages shoppers to scratch away at a digial Rave-themed ticket for a chance to win.
“Nostalgia marketing has been making headlines the last couple of years, especially with the millennial target market. A study shows that millennials reminisce more than other age groups, so we felt the nostalgia of the Willy Wonka story would be a delightful way to appeal to that group while also immersing them within the Rave brand,” explained Brianna Shales, Marketing Director. “The landing page is simple to navigate and optimized for both desktop and mobile, making it easy for anyone to play.”
Harvest for the apple variety started the last week of July in Washington State, and will be followed by crops in Michigan and New York in mid-August, according to a press release. Rave offers a unique category advantage to both Stemilt and its buyers as it is one of the first new crop Honeycrisp-crosses to make it to markets. With a crisp, refreshing flavor profile and vibrant fuschia coloring, Rave will draw more consumer attention than the search for a golden ticket to Willy Wonka’s factory.
“Thanks to its Honeycrisp-MonArk parentage, Rave’s ultimate advantage is the fact that consumers are seeking out a premium variety with a juicy bite and it is marketed during a window that is not traditionally known for apples, so it catches their eye,” added Shales. “Once they try it, the outrageously juicy bite and refreshing snappy zing brings them back for more.”
The Rave variety comes from a notable succession line that was developed by the same apple breeder responsible for the development of the Honeycrisp and SweeTango® varieties. Other than Stemilt, retailers will be able to achieve supplies of Rave apples from Michigan-based Applewood Fresh™ and New York-based Yes! Apples®
“Although it’s a short season, we are excited about this year’s crop, nationwide availability, and opportunity to create new Rave fans through the Golden Raves campaign,” commented Shales. “While we hope many sign up to play and win, the real reward for us is sharing Rave apples and giving shoppers something to rave about.”
Going live last Friday, August 12, the Golden Rave campaign will last throughout the month of September, allowing shoppers to engage with the exciting variety on a fun new level. To play, participants will enter their name and email address, and in return will unlock a ticket for them to scratch digitally. After the anticipation of scratching, they will discover if they have won a prize, including money gift cards, Tile Mates, and fresh Rave apples, as well as the opportunity to give back through Gifts for Good.
After entering, consumers will have the chance to learn more about Rave apples and use the store locator to find the variety in their area. Stemilt hopes that the campaign will drive brand awareness and increase Rave purchases throughout the variety's short season.
To help promote the variety and the campaign, Stemilt has also partnered with Instagram influencers to share on their plaforms and encourage their followers to participate.
“We chose to partner with people who live in key target market areas that can work close with retail partners who carry Rave, however we also seek people out who truly enjoy Rave apples and the brand’s essence,” Shales said. “These influencers play a critical role in building Rave into a recognizable and memorable apple brand, especially during its short time frame.”
I don’t know about you, but I’m already having flashbacks to my childhood—excuse me while I go cue up my Willy Wonka and the Chocolate Factory VHS. In the meantime, I’m going to see if I can be a lucky golden ticket winner, and I’m sure your shoppers would love the same thrill, so add Rave apples to your produce aisles.