A summer promotion for Jazz apples in the US has been heralded as a huge success by T&G North America, with the Summer Vacation Sensation photo contest delivering "broad brand exposure" while keeping Jazz "top-of-mind and top-of-shopping lists" throughout the summer months.
Jazz fans were encouraged to declare their dedication to the variety by including them in their vacation plans and then sharing those experiences on Instagram.
Spanning eight weeks, the contest received more than 500 photo submissions on Instagram and produced a social reach of over 170,000 and more than 5,600 interactions from consumers.
“A terrific result as personal testimonials and evangelism for products have been reported to be the most trusted forms of online communication,” said Brock Nemecek, regional marketing manager of T&G North America, owners of the Jazz apple brand.
“We were absolutely blown away by the number of submissions, not to mention the time and effort many entrants dedicated to creating their amazing photos,” he said. “Whether contest participants are long-time or recently converted Jazz fans, we believe that initiatives like these encourage their continued passions for healthy eating and repeat purchases of Jazz apples.”
T&G worked with sales partner Oppy’s marketing team to amplify the contest which ran during the New Zealand Jazz season. “Imported Jazz sold out in record time this summer,” said David Nelley, vice-president of categories for Oppy. “Paired with the success of the contest, it’s apparent the Jazz sensation is being embraced by apple consumers.”
Jazz apples are available year-round via domestic and import crops and are offered exclusively by CMI Orchards, Oppy, and Rainier Fruit Company in North America.