Red Prince

Challenge

While the apple category receives media coverage and is popular among consumers, a single variety rarely garners attention. Red Prince apples were a new locally-grown Ontario varietal that needed fame.

Strategy and Tactics

FCC developed a brand and marketing launch campaign [a coming out party] that required the use of both traditional and social media outlets as well as in-store promotion to communicate the Red Prince apple’s local availability, unique growing practices, taste profile and health benefits.

To discern the Red Prince from all others in the apple category, FCC developed a royal theme, which focused on civility [Princely Behaviour] leveraging the brand’s name and its premium positioning in the market.

Results

By building a crescendo of media, consumer and trade activities which leveraged the Red Prince brand, key messages were delivered to Ontarians at multiple points of contact through a powerful “push / pull” campaign over a sustained period of time that won accolades from CPRS locally and nationally.

Red Prince
Red Prince
Red Prince
Red Prince

© 2015 Faye Clack Communications. All rights reserved.
All photos and recipes are original creations of Faye Clack Communications.

Food and Beverage Public Relations | Food Communications | Food Publicity
PR for Food