The allure of a competition carrying a US$3,000 grand prize means New Zealand-grown Jazz apples are sure to be snapped up by North American consumers this season.
The contest encourages participants to Instagram “sensational” photos of the fruit taken during their summer adventures. The aim is to create a “buzz” around the recently refreshed Jazz branding, while conveying the “upbeat personality and versatility” of the apple.
“As part of the Jazz brand refresh, we’re reminding everyone of the apple’s amazing portability,” said Joe Barsi, president of T&G Global, North America, owner of the Jazz apple brand. “With a dense texture and crisp crunch, not to mention an always-refreshing eating experience, a Jazz apple is truly the ideal travel companion.”
The competition is pitched at a defined segment of the apple’s consumer base. In the development of the refreshed Jazz brand, research revealed the apple resonates with well-travelled and socially-connected taste seekers.
“We believe the contest will appeal to the precise audience the brand aims to reach, and are excited to present this high-profile, fun opportunity to attract and engage that audience this summer and beyond,” said Brock Nemecek, regional marketing manager for T&G Global, North America.
“This initiative will not only keep Jazz apples top-of-mind and in shoppers’ carts over the next couple months, but will also establish consumer connections that the brand will foster year-round.”
The Jazz Summer Vacation Sensation Instagram Contest begins on 19 June and spans the next eight weeks. In addition to the grand cash prize, GoPro cameras and other outdoor gear is up for grabs.
T&G and marketing partner Oppy will work closely with retailers to generate support for the contest, while amplifying it on various social platforms.
“This is a great opportunity for our retail partners to promote fresh-crop New Zealand Jazz apples,” said David Nelley, vice president of categories for Oppy. “The fruit is excellent in quality, and excitement is already gathering around the refreshed brand at the store level and on social media.”