New York Apple Association's Cynthia Haskins Shares Promotion Strategy for Fall Season
VICTOR, NY - How can retailers make sure that consumers are loving apples this autumn? Why, by taking a page out of the New York Apple Association’s (NYAA) book and promoting Apples from New York™. Throughout the beginning of this fall season, NYAA has been capturing the taste that consumers love on video and posting these experiences on social media—driving home the point that New York apples are satisfyingly crunchy, delectable, and perfect for autumn snacking.
“The videos are unscripted and random passersby are thrilled to crunch into a New York apple and be part of the fun,” said NYAA President Cynthia Haskins. “Our tour included several locations as we sampled New York apples.”
According to Cynthia, NYAA is using social media platforms in a greater way this year to assist in building awareness of New York apples. These videos are being made available to retailers to place on their social media platforms and websites.
Working closely alongside one of their marketing partners, Escape Makers, NYAA reached over 16,000 consumers during recent Applepalooza events in New York City. Festival attendees enjoyed locally grown New York apples, apple cider donuts, and fresh and hard cider.
In addition to taking part in events like Applepalooza, NYAA will have a commercial airing during the TCS New York City Marathon.
The commercial, featuring New York apple growers, won a Bronze Telly Award for Local-TV in the Business-to-Consumer category. It is currently airing on programs such as The Today Show & Saturday Today, The Tonight Show with Jimmy Fallon, Dateline, Saturday Night Mystery, The Voice, This is Us, Chicago Fire, Bluff City Law, New Amsterdam, and Law & Order all throughout New York State.
This is the twenty-second year that the association has sponsored TCS NYC Marathon, set to take place November 3. More than 50,000 people from across the state, the country and around the world are expected to finish, and hundreds of thousands more will be watching the event on TV and online.
Not only will its commercial be playing, NYAA will have a presence in the swag section as well. Its materials include: ‘Health to the Core’ in the Marathon virtual goodie bag, ‘Love a Strong Finish’ ad in the Marathon Program, and a fresh New York grown apple in the Runner Recovery Bag that is received by all runners. It also has an ad in the 2019 TCS New York City Marathon Official Results Magazine.
This year, NYAA will be represented by many runners in the marathon including Cailin Kowalewski, Account Manager for NYAA, along with Doug Grout, NYAA Board of Director and apple grower; brothers David Grout and Derek Grout and their mother Jayne Zinke, a seasoned marathoner, and others.
A packed autumn season for NYAA! Keep reading AndNowUKnow for the latest.