Envy apples says it will kick off the 2022 holiday season with momentum, thanks to a marketing campaign designed to drive consumer trials, stimulate repeat purchases and inspire expanded usage occasions.
For the third consecutive year, Envy is partnering with Hallmark Channel’s “Countdown to Christmas,” the network’s annual celebration of all-new original holiday films.
The popularity of this around-the-clock holiday programming has catapulted Hallmark Channel to the top of the ratings, making it the most-watched entertainment cable network in the fourth quarter among women ages 25-54 for six straight years, and among households and total viewers for five years in a row, according to a news release citing Nielsen data.
“The holiday season is a perfect time for Envy apples to be associated with the special moments in our lives that deserve only the very best ingredients,” Cecilia Flores Paez, T&G Global head of marketing for North America, said in the release. “Our collaboration with Hallmark Channel’s Countdown to Christmas helps shoppers make an emotional connection to Envy, as they gain inspiration for integrating this extraordinary apple into their holiday traditions. We are delighted to help boost holiday sales and invite retailers to contact their sales agents for point-of-sale material and display contest opportunities.”
Dubbed “The Ultimate Holiday Apple,” Envy is a year-round best seller that attracts additional attention during the holiday season, says the company, pointing to Nielsen data. This apple will be promoted with marketing activities that celebrate its premium quality, beautiful red color, satisfying crunch and balanced sweetness, the company added.
The brand will highlight a new series of Envy recipes as part of the promotion, positioning the apple as a versatile recipe ingredient that can star in any course of any meal of the day during the holiday season.
The recipes will appear in Hallmark Channel’s Countdown to Christmas movie checklist app, used by holiday film fanatics to plan their movie-watching schedules.
Through an interactive recipe feature, users can peruse a selection of new Envy apple recipes with the option to click through to add Envy and other recipe ingredients to their shopping cart.
Envy is also a sponsor of the network’s “Very Merry Giveaway.” This complement to the Countdown to Christmas programming offers its dedicated fans a chance to win daily prizes. In 2021, the sweepstakes received more than 148 million pageviews and more than 76 million entries. Envy’s 12-piece cast-iron fondue party set will be awarded to six winners as part of this year’s sweepstakes.
This holiday season, Envy has also invested in digital advertising, YouTube pre-roll advertising, and public relations efforts designed to generate awareness. Envy estimates the efforts will garner approximately 250 million impressions during the fourth quarter of 2022.
At retail, Envy apple 2-pound holiday pouch bags, display bins and POS material will promote the Very Merry Giveaway sponsorship. A custom QR code is featured on pack, taking shoppers to HolidaysWithEnvy.com, where they can enter for daily prizes, find shoppable holiday recipes and locate where to buy Envy apples.
Envy is marketed by Oppy, CMI Orchards, and Rainier Fruit Co.