Nov 14, 2023
Big Envy apple harvest expected for holiday season
With the holiday season nearing, conventional and organic Envy apples once again expect to be the “The Ultimate Holiday Apple.”
The recognition follows an extensive marketing campaign with Hallmark Channel, and also with the strength of a strong crop delivering exceptional quality and color.
For the 4th year, the trademarked Envy apple has renewed its high-impact promotions with Hallmark Channel. The brand is engaging consumers in a nationwide omnichannel holiday campaign that recognizes this favorite premium apple variety as “The Ultimate Holiday Apple” with Hallmark Channel star Andrew Walker.
The collaboration includes:
•Physical components will include in-store bags, bins and header cards at retailers as well as a billboard in Edison, New Jersey, this December.
•A bowl of Envy Apples will be featured prominently in a scene from Andrew Walker’s 2022 film Three Wisemen and a Baby, the highly watched cable movie in 2022, averaging 3.6 million total viewers. The film will air twice this holiday season on Hallmark Channel and will be available for streaming on SVOD service Hallmark Movies Now.
•Hallmark’s Movie Checklist App helps fans keep tabs on what they’ve watched and sets reminders for premieres. Envy Apples will be featured in the app with a custom storyteller that features their virtual product placement scene, alongside fun recipe tips/shoppable recipes.
•The Hallmark Channel website is a resource for fans to gain holiday recipe inspiration through their annual Envy Apples Recipe Listicle. Each year, they teach users how to turn the delicious apples into a festive dessert or savory recipe that will be sure to impress their loved ones all season long.
•Envy apples will be included in one of Hallmark’s e-newsletters to their members highlighting Envy’s role in the 2023 Countdown to Christmas program, as well as including a coupon code to encourage trial.
•Hallmark Channel will post on their social media platforms to drum up excitement for their robust fanbase encouraging millions of fans to tune in.
Last year’s collaboration reached consumers more than 25 million times and helped drive Envy to a double-digit year-over-year sales increase. T&G Global Ltd., which owns Envy, notes it expects a similar reach for this year’s partnership, according to a news release.
“From bloom-time onwards, weather throughout the apple growing regions in Washington has been excellent for conventional and organic Envy Apples,” Chris Willet, T&G’s vice president of growing and sales operations for North America, said in the release. “Just in time for the holiday season, we are very pleased with the Envy apple pick so far, and we expect to produce a wide range of sizes to support our holiday retail programs.”
Conventional and organic Envy apples are marketed and distributed by Rainier Fruit, Oppy and CMI Orchards.
T&G began 125 years ago as Turners and Growers. As a part of the BayWa Global Produce family, T&G operates in 13 countries and its team of 1,600 people grow and partner with more than 1,200 growers to market, sell and distribute fresh produce to customers and consumers in more than 60 countries.
Envy is a registered trademark owned by T&G. It was developed in Aotearoa, New Zealand, and patented in 2009. Envy is grown under license by T&G in selected apple growing regions, including North America, South Africa, Australia, New Zealand and Europe.