The powerhouse team that made the ever-popular Pink Lady® brand apple a household name is gearing up to make apple history once again, this time with the variety sold under the brand Cosmic Crisp®. Proprietary Variety Management (PVM), noted innovators in produce IP, branding and global management, is in the pilot’s seat to navigate a $10 million-plus marketing budget, the largest consumer launch in apple history.
The theme for the launch ties directly to the innovation and the dedication of the breeders and growers who spent over 20 years to carefully cultivate the Cosmic Crisp brand apple. Titled “Imagine the Possibilities,” the campaign speaks to this apple setting a new bar for flavor, presentation and storage, and as a category breakout inspiring chefs, families and apple lovers.
“Our goal is to inspire and educate people of all ages by using Cosmic Crisp as a perfect example of big dreams becoming a reality,” explained Kathryn Grandy, director of marketing for Proprietary Variety Management. “We’re long overdue for a campaign that highlights fresh produce and farming direct to the consumer in a way that excites the dreamer inside all of us,” she added.
To celebrate the inspiration and passion behind the Cosmic Crisp, PVM has selected a unique group of initial partners rooted in the arts and sciences, all sharing the message of aspiration and education. “Imagine the Possibilities” will come to life through partnerships with The Good Housekeeping Nutritionist Approved Emblem, Missoula Children’s Theatre and The Produce Moms®, among others to be announced.
“We’re elated to have a solid set of partnerships in place that support Cosmic Crisp on many levels,” said Grandy. “And we’re just getting warmed up.”
PVM has selected award-winning integrated marketing firm McDill Associates as the lead agency for the multi-year Cosmic Crisp marketing campaign. With more than 20 years of experience, McDill creates breakout branding, packaging and campaigns for fresh produce and consumer packaged goods. In partnership with McDill Associates, Ellipses Public Relations will spearhead public relations, social media and influencer relations for Cosmic Crisp.
Backed by a $10 million-plus marketing budget, the Cosmic Crisp retail launch will take place in the fall of 2019, and an estimated 2.2 million boxes are expected to be on the market in 2020.