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CMI Orchards
Wenatchee, WA
APPLE FLAVORS OF THE WORLD
OBJECTIVES
The Apple Flavors of the World promotion was created to help retailers highlight the origins of CMI’s hottest brands in a fun and exciting format. Consumers had a chance to discover a new favorite apple.
CAMPAIGN
Many of CMI’s exclusive apples originated in unique loca- tions around the world. CMI promoted them by developing a theme centered around their unique origins. KIKU: discovered in Italy. Ambrosia: discovered in Canada. Pacific Rose: a heritage apple variety from New Zealand. Kanzi: originally developed in Belgium. Retailers were given support materials, including point- of-sale cards, dangling signage in apple boxes, high-graphic pouch bags, tote bags and freestanding displays to build a display based on the theme, Apple Flavors of the World.
RESULTS
The results of the Apple Flavors of the World were outstanding. Retailers built amazing displays using support materials fueled by their own imagination. Sales were reported as strong — directly related to the large colorful displays and in-store advertising. Grand prize winners from the contest won a trip to Washington State to see the orchards where these wonderful apples are grown.
REBRAND/FRESH SUCCESS
Concord Foods
Brockton, MA
OBJECTIVES
Concord Foods was established in 1968, known for its variety of produce companion items such as seasoning and smoothie mixes. In 2017, Concord Foods rebranded and reformulated our line of seasoning and smoothie mixes to better connect and meet the needs of today’s consumer.
CAMPAIGN
Concord Foods launched its rebranded product line, Concord Fresh Success, in December 2017. All products in the Fresh Success line were reformulated to contain no artificial flavors, colors or preservatives. Concord redesigned packaging for all 33 products in this line to reflect new positioning and appeal to consumers’ needs. All packaging targeted busy families and focused on products’ benefits, such as adding flavor to fresh produce. In addition to updating packaging, Concord also updated all point-of-sale displays and launched a new website, www.ConcordFreshSuccess.com. A beautiful new trade show booth was introduced at the 2017 PMA Fresh Summit. The rebranding effort also was supported by a public relations effort.
RE- SULTS
Concord Fresh Success
received positive feedback
from the trade and consumers. It has
attracted new consumers to the brand, and those consumers are more engaged with Concord Foods products. Refreshing the brand allowed the company to maintain its position as the market leader in the category. Concord Foods is poised to continue growing the category by attracting new consumers and devel- oping new products for this range.
24 / AUGUST 2018 / PRODUCE BUSINESS