Forty-five million. That is the number of people reached during the 2016-2017 marketing campaign focused on Autumn Glory® apples, the proprietary apple of Domex Superfresh Growers®. Due to strong consumer demand, Autumn Glory sold out months before expected.
“IRI scan data indicates 161% dollar growth this crop season. Retailers are experiencing incredible growth and demand for Autumn Glory,” says Mike Preacher, Director of Marketing and Customer Relations. “We are amazed that our volume was sold out months before expected. Fortunately, we have increased our supply for next season, which will help feed increasing demand for this delicious and crunchy apple.”
Autumn Glory became the central ingredient for holiday parties, earning itself articles in AOL Lifestyle, Christian Science Monitor, and Redbook. The Redbook article, 15 Winter Superfoods You Should Already Be Eating, named 15 top picks from nutritionists. Autumn Glory was the only branded, variety specific produce item named. “Autumn Glory apples are especially great as a winter superfood… plus, this no sugar-added delicious treat has a perfect balance of sweet, with hints of caramel and cinnamon.”
The successful marketing campaign reached forty-five million consumers through earned media, blog posts, and social media. “It is not just any apple. It is Autumn Glory apple, a.k.a. the most delicious and juiciest apple I have ever had,” writes blogger Foolproof Living. “They literally taste like candy with caramel and cinnamon undertones with every bite.”
Foolproof Living, along with 50 other bloggers, nutritionists, and media influencers, generated an amazing amount of social buzz, helping introduce consumers to Autumn Glory. The apple itself did the rest of the work. Consumers are posting daily on social media declaring their love for Autumn Glory and asking where to buy the apple as supplies sold out for the season. “These have become a new family favorite,” exclaims Instagrammer Amanda N. “I even made a store run before the recent snow storm just to get some, since our local market doesn’t carry them!”
Contact:
Mike Preacher
Domex Superfresh Growers