Brand Evolution for Pazazz

Coast-to-coast major retail marketing campaign kicks off

Life is best lived with Pazazz. That’s the idea behind a comprehensive new coast-to-coast retail campaign that shines a spotlight on the exciting brand evolution of retail favorite Pazazz apples this season and beyond. The campaign blankets leading retail banners and their markets up and down the eastern seaboard as well as major metropolitan geographies across the country. 

The dynamic, integrated campaign is designed to encourage every shopper to “find your Pazazz”- that extra special something in their day that’s totally unique and alluring. In contrast to the seriousness of our times, the campaign creative is all about encouraging cheerful celebration of life’s small, but shining moments. Premium apple shoppers will now be delighted by both the bold and juicy flavor that Pazazz guarantees, as well as newly re-imagined, highly spirited graphics.

Geo-specific social and digital ads micro-targeted to customers within the exact vicinity of Pazazz retailers will run in major Pazazz markets around the country, diving consumers in store where they’re greeted by new central brand colors on POS displays and packaging. The bright blue and contrasting deep red color palette – a deliberately bold choice for the produce aisle, designed to set Pazazz apart from competitors – is paired with evocative and emotive new messaging: “Life is best lived with Pazazz” or “Life Gets More Colorful, More Flavorful, More Rewarding (and many other things), with Pazazz.”

 “We’re charting a new path for Pazazz as a brand and a stand-apart premium variety like no other,” says Don Roper, vice president, sales and marketing, Honeybear Brands. “That approach is about engaging customers through incredible flavor but now also attention-grabbing and fun brand marketing that really speaks to Pazazz’ unique character. We’ve invested heavily and extensively in understanding our shopper audience, and in brand planning and consumer research that’s at the core of driving this customized, new approach to helping our retailers deliver a terrific, engaging experience to their customers”. 

The new Pazazz brand look is carried across in-store POS and signage, social and digital media ads, the Pazazz website and revised packaging. As part of the campaign, Honeybear Brands is also working on live radio remotes, special promotional events and tie-in partnerships with retailers in select markets. Influential food, lifestyle and parenting bloggers are participating by creating custom recipes and sharing them with their apple loving audiences on Facebook, Instagram, Twitter and a network of some of the leading foodie blogs and online media outlets in the country. In select markets many of those exerts will be making special in-studio TV appearances.

“Pazazz is a unique variety that’s bursting with flavor and we wanted to echo that sense of playfulness, of fun and vibrancy in the way we help engage customers with the brand”, adds Kristi Harris, brand manager, Pazazz.  “Most importantly, it’s receiving enthusiastic acclamation from buyers and customers alike.”

Leading retail banners partnering with Pazazz this season include Albertsons, Cub, Giant Foods, Hy-Vee, Kroger, Loblaws (Canada), Mariano’s, Meijer, Publix, Super Valu, Randall’s, Stop n Shop, Tom Thumb and Wegmans.

“This is a game changing year for Pazazz,” says Roper. “The variety has reached production volumes that now allow us to ensure consumers can buy and enjoy this special variety from coast to coast.  New retail banners up and down the eastern seaboard have joined our growing Pazazz family of partners too, seeing real value in a Pazazz as a differentiator in the premium apple category, as well as a retail success that has driven year on year sales success for other retailers throughout the west and central regions of the country. We’re thrilled to see our efforts in continuing to evolve the Pazazz brand come to life and most importantly, engage and convert customers for our partners.”

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