Proprietary Variety Management (PVM) has announced that an integrated consumer launch campaign is underway for the Cosmic Crisp apple variety in the US.
According to the group, a full service global IP and commercialisation company for new fruit varieties, the launch will push Cosmic Crisp into "a new stratosphere of consumer marketing" for fresh produce.
The national effort will include everything from packaging and in-store marketing to influencers and a digital campaign.
Industry-first sponsored programmes and high-profile events will also be used to showcase the fruit, with the launch on track to be the largest investment in consumer marketing of a single apple variety, PVM noted, potentially topping US$10m.
“The Cosmic Crisp apple is a one-of-a-kind variety," explained Kathryn Grandy, director of marketing for PVM. "Our marketing campaign will build consumer awareness and demand to match the calibre of this high-value apple. We’re in a unique position to set the bar, and we have the industry and partner support to make it happen.”
Cosmic Crisp volumes for the first season next autumn look promising, PVM said, with 2020 poised to "shake up the industry" with an estimated 2.2m boxes on the market.
Washington growers, shippers and sales companies will get an exclusive look at the campaign in March 2019, well ahead of the autumn launch.