T&G Global's Envy™ Apples Partner With Kitchn
LOS ANGELES, CA - Mother’s Day is a little over two weeks out, and your shoppers might have brunch plans on the brain to make this one a produce-heavy hitter. If they’re anything like me, in-season fruits and vegetables are at the top of their list, meaning apples will be a major player this season. Envy™ apples will make the produce aisle sing as the variety joins Kitchn, the popular food and lifestyle media outlet, in celebrating the best of brunch as part of Kitchn’s first-ever Brunch Fest virtual event.
“Envy apples’ year-round seasonality naturally lends them to having a starring role in a variety of seasonal recipes. With their premium quality, gorgeous red skin, and large size they are a prized addition to brunch menus,” Cecilia Flores Paez, T&G Global Head of Marketing for North America, noted. “As families begin to spend time together in person this spring, Mother’s Day 2021 is an especially joyous time for gathering around a sunny Sunday brunch table together with only the best ingredients.”
Kitchn established Brunch Fest as “one big (virtual) brunch party” culminating on May 2 in an all-day takeover of its Instagram channel, @thekitchn, which boasts 1.4 million followers. The online hub for Kitchn draws 16.4 million unique monthly visitors/viewers and earns 45 million monthly page views, noted the release. When it comes to brunch, the editors at Kitchn note a growing trend as its brunch content has seen a 178 percent year-over-year increase in reader traffic.
“From making pancakes with the kids on Saturday mornings to frittatas and mimosas with the best of friends, brunch foods are the ultimate in connection and warmth,” Faith Durand, Kitchn’s Editor-in-Chief, stated. “This spring, with our first-ever Brunch Fest social takeover, we’re celebrating the dishes and drinks that wake us up, bring our families together, and give us a reason to say cheers with the people we love.”
Envy apples, which are marketed by CMI Orchards, Rainier Fruit Company, and Oppy, are a natural partner in this high-profile social extravaganza. They are a perfect pick for upscale brunch recipes with their sophisticated sweetness, extraordinary crunch, and shareable size. Envy has been promoted in a wide array of brunch recipes ranging from sweet to savory, and as spring brunch season approaches, Envy’s marketing and PR efforts remind shoppers about their versatile usage in late-morning meals.
Already, Envy apples are featured on Kitchn’s social and digital properties to inspire millions of consumers to include the premium apple in their brunch recipes, especially as Mother’s Day approaches on May 9, a pinnacle holiday for brunch menu features.
As part of the May 2 Brunch Fest program, Envy will be featured in a live recipe demonstration led by Brunch Fest guest star, Kate Wood of Wood and Spoon, alongside Kitchn’s Assistant Food Editor Nicole Rufus. In addition, consumers will learn how Envy’s delightfully crisp crunch, beautifully balanced sweetness, large size, and slices that naturally stay whiter for longer, set the table for the ultimate brunch experience through interactive content on Kitchn’s Instagram account.
To help further promote the variety for this Mother’s Day brunch feast, display ads throughout the Kitchn site will raise awareness of Envy apples, and the Envy apple brunch recipe will be presented on the website along with shoppable links that make it easy to add Envy to online shopping orders. T&G Global, owner of the Envy apple brand, is supporting the effort with additional digital advertising, social media content, and a public relations push for an overall effort that is expected to exceed 200 million impressions this spring.
T&G Global also created a brunch-themed website at EnvyForBrunch.com. A Mother’s Day giveaway will be conducted on its Instagram and the website, which includes a range of on-trend brunch recipes shoppers can discover.
Mother’s Day is fast approaching, and consumers are eager to get their hands on the bounty of fresh produce our industry has to offer. We'll be intrigued too see hoow other supply-side companies take advantage of unique merchandising avenues.