600 buses in NYC tout ‘The Big Flavor in The Big Apple'

The New York Apple Association says it is rolling out 600 king buses advertising "The Big Flavor in The Big Apple" to spread the word that New York state apples are hitting local grocers.

These buses will traverse New York City for two and a half months with the goal of bringing the excitement and goodness of New York apples to every corner of the city, according to a news release.

"New York City is an incredibly vibrant pedestrian market, and we are eager to engage with residents and visitors. Our deliberate focus on utilizing a large number of buses is a powerful way to communicate to consumers that New York apples are flavorful and readily accessible in NYC stores," said NYAA President and CEO Cynthia Haskins.

NYAA said it designed high-graphic display shippers and price cards signifying "The Big Flavor" and shipped them through New York apple shippers and wholesalers with the many apple varieties that the state offers.

Haskins said this is an exciting year for New York apple growers, as they are expected to harvest 31 million bushels of apples.

“This year's flavor is fantastic, and the apples are definitely a repeat buy at retail. We are making sure we get ample displays of New York apples up in stores,” Haskins said. “As soon as you enter the stores, the displays are grabbing consumers’ attention.”

Susan Sarlund, NYAA account manager, secured early-season promotional commitments from numerous grocery retailers and wholesalers across the New York metropolitan area, the release said. Digital and print cooperative ads include special promotions for New York bulk apples, tray packs, totes, pouches and poly bags of many different varieties of apples.

NYAA said it is launching digital banner ads specifically aimed at New York City to spread its message even further and ensure that its story reaches and resonates with a wider audience.

NYAA has lined up a season with geo-targeted advertisements for its retail partners in New York City, throughout the state and across the country, promoting specific New York apple varieties when they are on sale or available in stores, the release said. NYAA reported that multiple grocery stores promote New York apples through print and digital circulars, in-store signage and eye-catching displays, as well as share the New York apple story on their websites and through email blasts.

New York state includes a line item in its annual state budget, and this is the first time in history that it has allocated more than $1 million to NYAA to promote New York apples within the state, the release said.

"We are very grateful for the advocacy that [New York] Assemblywoman [Donna] Lupardo and [New York] Senator [Michelle] Hinchey did on behalf of the New York state apple growers to secure additional funding for 'The Big Flavor in The Big Apple campaign,'” Haskins said. “We thank all our legislators for supporting the apple industry in New York. Without their support, this would not have happened.”

NYAA said it is running two commercials this year in different markets in the state, such as Buffalo, Rochester, Syracuse, Albany and Hudson Valley. One commercial promotes apple picking, as over 150 you-pick apple destinations in New York state open their doors as soon as the first early varieties are ready to be picked. The other commercial includes New York apple growers and will air in the same markets in addition to New York City during the TCS New York City marathon in early November, the release said.