A group of Washington apple growers handing out apples beneath a bright Envy apple billboard in New York’s Times Square caused such a stir that throngs of curious onlookers stopped to catch a glimpse of the would-be celebrities.
“The crowd got so large that the local police came by to ensure it moved along,” said James Milne, Oppy’s executive director of marketing who was on the scene. “We rewarded the officers with Envy apples for their efforts, and all had a good laugh at the irony when we looked up at the billboard.”
The rotating billboard’s message at the time was “Envy - Call Crowd Control” reflecting on the response the Envy apple evokes, Milne said. “We see it at retail, at consumer events and on social media. Now, on the street. Envy creates excitement when people experience their first taste.”
Other billboard messages include “Join the Feeding Frenzy” and “The Next Big Apple.”
High impact, dual-screen Envy apple digital billboards have engaged the popular district’s 1.5 million daily visitors since early November, and will promote the new, sweet, naturally slow-to-brown apple, through December until the ball drops on New Year’s Eve.
“It has been a tremendous success,” said David Nelley, executive director for Oppy’s apple and pear categories. Oppy is the exclusive marketer of Envy apples in North America. “We decided to have a lot of fun with playful headlines, positioning Envy as the next big apple in one of the most iconic neighborhoods in the world—with messages targeting visitors and locals alike.”
Nelley noted that Oppy has placed Envy billboards in other markets, including Chicago, Kansas City and Des Moines, will help build brand awareness for the production lifts, expected 2016 and 2017.
Washington Envy will be available from Oppy through March, with New Zealand fruit coming into season in June.
Contact:
Karin Gardner
Marketing Communications Manager
OPPY | THE OPPENHEIMER GROUP
Tel: (+1) 206-499-7440