New York Apple Association launches new wellness campaign

The New York Apple Association kicks off the new year by launching its new consumer-facing campaign, “The Big Flavor: Wellness Never Tasted So Good,” featuring New York State apples.

The campaign includes social media content; videos featuring Bob for Apples from the association’s 24/7 virtual news desk; apple nutrition from Kelly Springer, a registered dietitian and NYAA spokesperson; and a series of healthy recipes and usage ideas for New York apples.

NYAA said the goal of the campaign is to elevate the association’s brand, raise consumer awareness about locally grown apples from New York and to highlight the health benefits of a diet that includes New York apples.

“To achieve this, we employed a multifaceted approach, leveraging traditional tactics such as television and print advertising alongside innovative digital platforms, including online digital ads and social media,” Cynthia Haskins, president and CEO of the New York Apple Association, said in a news release.

The association said one of the campaign videos features spokespuppet Bob exercising in a gym, trying to break his personal sit-up record. As Bob struggles, an apple drops into the frame and he gains the energy to complete 100 sit-ups, to cheers and celebration. The announcer concludes by encouraging viewers to “get energized with The Big Flavor of Apples from New York today!”

Another video segment features “A New York Apple A Day,” where Bob interviews Dr. Crispin Braeburn about the health benefits of New York apples. Dr. Braeburn explains that apples provide fiber, energy and hydration during workouts. A comedic twist unfolds when Bob appears to interview himself, wearing a disguise as Dr. Braeburn. “No wonder Bob couldn’t snag a real doctor for the show,” the announcer said as Bob’s true identity was revealed. “A New York apple a day keeps the doctor away.”

In another video segment, Bob practices yoga, meditating to manifest a New York apple. As he chants, a glowing apple materializes above him and he bites into it, chanting “Yummmmmmmmmm.”

In addition to these videos, NYAA said Bob and Kelly Springer will team up for a series of “Wellness News Bites.”

“Kelly Springer will be discussing topics like pectin, antioxidants, food as medicine, plant-forward diets, lowering cholesterol, phytochemicals, reducing the risk of heart disease and stroke and why apples deserve a spot in consumers’ diets,” Haskins said.

Haskins said NYAA aims to boost its reach and engage more consumers through this mix of traditional and digital marketing. The videos, featuring Bob for Apples and nutrition tips from Kelly Springer, and the association will share the videos on platforms such as Facebook, Instagram, YouTube and LinkedIn. The campaign is designed to engage and entertain, making the health benefits of New York apples both fun and shareable.

“The New York Apple Association is fortunate to have been awarded additional funding for our current fiscal year as we expand our consumer reach,” Haskins said. “We are expecting good results from ‘The Big Flavor: Wellness Never Tasted So Good’ campaign.’”

The association’s consumer budget from the New York State Local Assistance fund grew to $1.25 million to help promote New York apples through various medium including television, radio, social media, digital ads, print advertising, and retail. This state-provided funding complements the annual $2 million raised through the New York Apple Marketing Order, which also supports marketing and promotion efforts for New York apples.

“With the additional funding, we are able to expand our consumer and trade reach,” Haskins noted. “We have several Bob for Apples from New York videos lined up in our social media calendar, and there are three that are being launched within the next few weeks. We are also advancing the videos to YouTube.”