The apple industry is buzzing as momentum builds for Cosmic Crisp® WA 38 cv., the new variety that many observe is seeing unprecedented support from Washington State apple growers. At the Cosmic Crisp® Marketing Advisory Group meeting in September, growers and sales companies learned that the consumer launch campaign, led by Proprietary Variety Management (PVM), is now officially underway.
As growers plan for a Fall 2019 harvest and sales, PVM said it is organizing an integrated launch for Cosmic Crisp®. This includes everything from packaging and in-store marketing to influencers and a digital campaign. Sponsored programs and high-profile events will also be used to help showcase the apple. The launch is on track to be the largest investment in consumer marketing of a single apple variety. Preparations for the launch are being initiated immediately with the ultimate investment to be well over $10M once there is the WSU Regents expected fall approval.
Kathryn Grandy, Director of Marketing for PVM explains, “The Cosmic Crisp® apple is a one-of-a-kind variety. Our marketing campaign will build consumer awareness and demand to match the caliber of this high value apple. We’re in a unique position to set the bar, and we have the industry and partner support to make it happen.”
PVM has selected firm McDill Associates as the lead agency for the marketing campaign.
“With a deep history in produce, I can honestly say we know a game changer when we see it. Cosmic Crisp® is everything that a consumer is looking for—and creates a differentiator for retailers. We’re looking forward to partnering with PVM to bring Washington State apple growers an effective launch, and ongoing success,” said McDill Associates’ President and Creative Director, Melissa McDill.
Growers say Cosmic Crisp® volumes for the first season next Fall look promising, with 2020 poised to bring an estimated 2.2 million boxes on the market. The apple has already gained the attention of major food media. Washington growers, shippers and sales companies will get their first look at the campaign in March 2019.