Jun 20, 2022

NYAA features growers in award-winning ad

A New York Apple Association commercial featuring New York apple growers won a prestigious bronze Telly Award.

The Telly Awards recognize video and television content across all screens.

More than 200 judges from advertising agencies, production companies and major television networks select the award representatives.

Rochester-based creative agency Mason Marketing and the New York Apple Association produced the commercial, which was nominated in the Regional TV/Food-Beverage category.

“We have a strong multimedia campaign for this fall, and the commercial will play a significant role,” NYAA president and CEO Cynthia Haskins said in a news release.

The winning commercial will air on the Food Network, Hallmark Channel, Magnolia Network, HGTV, Lifetime Network, E!, OWN, Bravo, Nickelodeon, TLC, Cooking Channel and Freeform. Clips from individual grower interviews will appear on NYAA’s Facebook page and will be used this fall to support the 2022 apple harvest.

NYAA’s target market this season includes cooking enthusiasts and consumers looking to support healthy lifestyles snack options.

“Our social media content will incorporate the winning commercial and several of the grower videos captured while on location,” Tony Mikiciuk, designer and social media manager for the association. “We continue to make the connection between consumers and New York apple growers through digital media.”

The 2022 fall apple crop’s digital resources include customized digital coupon programs and an extensive asset library of recipes, videos and apple descriptions. Geo-targeted promotions will provide retailers with original content and coordinate online advertisements with sales and promotions. NYAA will work closely with apple shippers and retail partners on geo-targeting advertisements, which allows for targeting of consumers within a physical radius of stores.

“Our digital geotargeting program allows us to place beautiful, custom apple content in front of consumers during the most important times in our crop year,” Cailin Kowalewski, account promotion manager for NYAA, said in the release. “Our in-house expertise and collaboration with retail partners should make for a winning combination in 2022.”

NYAA is teaming up with influencers to deliver promotional messaging in marketplaces where New York apples are available. High-graphic tri-wall orchard bins, display merchandisers, totes, pouches and poly bags will continue to be available through New York State apple shippers.

“We are hearing reports from our growers that they are anticipating a good crop year,” Haskins said in the release. “It will be an exciting year for New York. Our account managers, equipped with a solid line- up of marketing and merchandising programs, are providing retailers and the food service industry with what they need to sell more New York State apples.”

This year’s Tellys received more than 11,000 entries, with an increase in global submissions from Australia, Mexico, Europe (Germany, Spain, France), and Asia (Malaysia, Singapore, Taiwan).