I remember a time with my young daughter, when everything had to be pink! If you have a girl you may know what I mean. Anything pink was very appealing to her and almost a must! Pink dresses, rubber boots, toys, cake and icing. When given the choice she always choose the “pink one.” Another mother I knew at the time had a boy, and at Christmas time, she lined up for hours to get the newly released video game.
What does this have to do with anything? How about marketing apples with children in mind.
Imagine stories and cartoon characters to go with the names like: Pink Lady, Royal Gala, Spartan, McIntosh and even Granny Smith. If Disney or Pixar were selling movies and apples, parents would be lined up to get their hands on the latest favourite apple character. Remember the Cabbage Patch dolls, Barbie and GI Joe? Let’s not forget the other fruit characters; Sweetheart, Bartlett and Princess Rainer.
The Artful Apple decorating contest from BC Tree Fruits was a fun contest to promote apples and win prizes. I am curious to see what is next and hope that that isn’t all! Marketing the brand name to children is only the beginning. To get real traction, any campaign needs to be, interactive and involve technology and animation.
Anyone ready to take it on?
Throughout this issue, there are numerous references that government is not listening to what some of our fruit growers really need. I’m hoping that changes.
One more wish for this spring is that it is warm and steady enough to ripen our fruits and produce it in time for the tourists. Last year, the early crops were late and that caused a loss in revenue for growers, as well as disappointed travelers hungry for our delicious fruit.
I’m looking forward to enjoying the first fruit of the season!
Best wishes for a prosperous season!