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Digital marketing initiatives for SweeTango® apples in the US and Canada
With SweeTango® apples being among the first varieties to be harvested each fall, produce departments are now fully stocked with this premium apple variety renowned for its sweet-tangy flavor and remarkable crunch, much to the delight of fans that await its return.
A strategic mix of marketing and PR programs are being employed to spur sales among loyal fans while also increasing awareness of SweeTango among consumers who have yet to taste the variety. Consumer outreach efforts focus on digital activities that include a redesign of www.sweetango.com, new recipe videos, a social media contest, and recipe blogs by influential food bloggers.
The overarching objective is to cultivate and strengthen connections between consumers, retailers, and growers. The new website at www.sweetango.com achieves this by featuring an interactive map that helps consumers find SweeTango retailers near them, along with grower profiles that detail how and where this premium apple is grown.
David Williams, vice president of sales and marketing at Fowler Farms, commented on the importance of consumer marketing for SweeTango apples. “When it comes to SweeTango, tasting is believing. The flavor is outstanding. It’s still a new variety to many consumers, so raising awareness of this premium apple through impactful marketing is vital. Stronger retail sales result from these efforts, which inspire more planned purchases as consumers make a point to add their new favorite apple to their shopping lists.”
#ShareTheCrunch social media contest
Running through November 1, this social media contest invites consumers to show on Facebook, Twitter, and Instagram how they #ShareTheCrunch of SweeTango with others. By giving SweeTango to friends, family, and community members, consumers help to raise awareness of the variety while also celebrating generosity and community giving. Each entry is open to public voting, and the grand prize is $1,000 for the entry with the most votes, plus $1,000 for the winner’s local food bank. There are also randomly drawn weekly giveaways for SweeTango gift boxes. The contest is open to residents in the U.S. and Canada and is found at www.sweetango.com.
Recipe video series
Fresh new recipe videos are being released throughout the season, each about 1 minute in length. The videos show step-by-step directions for preparing on-trend family-friendly recipes that highlight the flavor, crunch and nutrition profile of SweeTango. These include apple dips, a smoothie bowl, and a recipe that calls for the use of an Instant Pot, a pressure-cooker/slow cooker hybrid that has quickly become the new must-have kitchen tool for home cooks, therefore recipes are very popular. Videos are being distributed across Facebook, Instagram, Twitter, YouTube, and Pinterest.
SweeTango society food blogger program
More than a dozen influential food bloggers in the U.S. and Canada are featuring new custom-created SweeTango apple recipes on their blogs and social media channels throughout SweeTango season. With a different blogger posting an innovative recipe each week, SweeTango consumers will have a new reason to add SweeTango to their shopping list. Over the course of the season, the total reach of blogger audiences will exceed 3 million.
Tel: (503) 954-2268
Publication date: 10/13/2017
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