Cosmic Crisp® Receives National Attention Ahead of the Holidays; Kathryn Grandy Shares
YAKIMA, WA - With lights on the Christmas tree twinkling in the night, it’s easy to be entranced by the sparkle and glitter the holidays bring us. This time of year, your shoppers are also looking for a little magic while shopping, both in gifts and in groceries. Luckily for us, the Cosmic Crisp® apple is back in stores to lift both spirits and cheer.
“It’s been a strong and exciting start to the season for the Cosmic Crisp apple,” said Kathryn Grandy, Chief Marketing Officer of Proprietary Variety Management (Provar), the company that markets the brand. “There is a measurable retailer and consumer excitement for the brand content created for the holidays, and we have exciting promotions planned for 2022.”
The beloved brand has been inspiring shoppers since its early ship date of November 8 with unique recipes, decor ideas, partnerships with lifestyle experts, giveaways, and more. This year’s harvest is the largest to date for Cosmic Crisp, and the brand’s site now includes a product locator tool, making it easier for shoppers to find their new favorite apple.
With shopper demand high, five million boxes of Cosmic Crisp apples will ship from licensed Washington State farmers this season. Provar noted volume predictions will make this the first full year of availability.
According to Provar’s statement, the Cosmic Crisp apple was featured in a weeklong event at a major retailer’s flagship store, bringing the theme created for an editorial in Martha Stewart’s Living magazine publication to life. Additional activations across the store encouraged shoppers to buy products made with Cosmic Crisp apples, as well as lifestyle content from its campaign.
As we get into the thick of holiday festivities, the brand celebrated with a giveaway on social media, drawing close to 13,500 entries and driving another 13,000 consumers to a dedicated Apple of Big Dreams holiday guide landing page. Perhaps the most exciting metric of all is the amount of user-generated content tagging #cosmiccrisp reaching its highest levels of engagement to date.
“The category data paired with the analytics we see from consumer marketing efforts are really encouraging,” Grandy continued. “Building strong brand awareness and value takes time, and we’re committed to doing that on behalf of the growers who have invested in Cosmic Crisp.”
To learn more about this show-stopping variety, click here.
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