Crunch Time Apple Growers has partnered with Schwinn to create a consumer promotion for its SnapDragon apple, designed to boost awareness of the variety.
The promotion involves giving away a Schwinn bike every week during November, seen as a "terrific opportunity to share our brand values and help SnapDragon reach more consumers", according Rena Montedoro, Crunch Time’s director of marketing.
The promotion, which kicked off on 5 October has been a big success, with over 10,000 people signed up to date.
"SnapDragon Apples are grown by 145 of New York State’s premier apple growers," explained Mark Russell, SnapDragon grower and head of Crunch Time’s marketing committee. "Our marketing message is ‘SnapDragons are healthy as well as a perfect fit for consumers with active lifestyles.’ We’re excited that a world-recognised brand like Schwinn has partnered with us."
SnapDragon officially launched in 2015 and is a descendent of the Honeycrisp variety. Crunch Time Apple Growers saw a 60 per cent increase in harvest this year.