The Washington Apple Commission has launched a new marketing campaign to promote its Gala apple offering to Mexican consumers.
The aim of the “Washington Galas. It’s So You” campaign is to raise awareness among consumers in the Monterrey region, where the commission believes there is an opportunity to increase sales of the bicoloured variety.
“There is excellent potential in Monterrey. In this specific region [Gala] is perceived as an unripe or not fully coloured red apple,” said the WAC’s international marketing director Rebecca Lyons.
“Our objective is to educate consumers about the diverse coloration of the variety, it’s juicy, sweet taste and motivate them to try it.”
The campaign will run in February and March and include digital advertisements, social media and in-store point of sale materials featuring bright colours and bold graphics to engage and educate consumers about the variety.