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UMass Dining/University of Massachusetts
Amherst, MA
APPLE WEEK/ FRESH APPLE CIDER PRESSING
OBJECTIVES
To promote farm fresh apples and focus on the awareness and versatility of local, homegrown produce throughout all times of the day at the university. The goal was to highlight dishes to include various types of apples during all meals and at snack intervals.
CAMPAIGN
The fall 2017 Apple Week promotion focused
on awareness and education, while also targeting
menu development and involvement for student
taste testing. The goal: to generate the more
common produce in a healthier, more sustainable
fashion and utilize multidimensional marketing
strategies to raise awareness and interest in
apple consumption during multiple apple-inspired
event opportunities. UMass Dining prepared fan
favorites such as apple cider and apple crisp in
addition to reinventing classic dishes, such as turning basic cole- slaw into a fall delicacy with the added crunch from a crisp, farm fresh apple. Hosted in partnership with its Cold Spring Orchard,
located just 13.8 miles from campus, UMass Dining also maintained an omni- channel presence to promote each apple-themed special.
RESULTS
Attracting online audiences through digital strategies, UMass Dining’s efforts reached students across all social media platforms, including Facebook, Twitter and Instagram. Utilizing features that maximized instant communication with students, such as Facebook Live and Instagram Stories, proved to be successful in garnering attention and engagement from the campus community. Student foot traffic increased during Apple Week and the New England Apple Harvest Day, where
educational information also was disseminated.
PRODUCE BUSINESS / AUGUST 2018 / 27