Global Fruit retains Faye Clack Communications
Global Fruit of Clarksburg, ON has hired Toronto-based Faye Clack Communications to conduct a marketing campaign for the Red Prince apple. Global Fruit is the exclusive Canadian producer of this type of apple. The assignment, which is to raise awareness of the variety, includes brand development, product sampling, media relations, and several consumer promotions. The campaign will feature a spokescharacter called the Red Prince, who will be used in marketing materials to link the brand to good manners and etiquette. The Red Prince character and a group of promotional workers will distribute 10,000 apples to commuters in the pedestrian tunnels of Toronto today. In addition, passersby will be offered hand massages from the Adelaide Spa, and an etiquette expert will offer advice on business and social behaviour. The campaign also includes an element called the "30-Day Civility Challenge," during which consumers will be encouraged to follow the Red Prince Twitter feed to receive a "good deed" to perform each day for a month. The initiative also makes use of point-of-sale materials such as recipe cards, posters and displays. "The Red Prince provides Ontario consumers with the unique opportunity to enjoy a locally grown apple during the winter when other Ontario apple varieties are not in season," said Virginia Zimm, president of Faye Clack. "Throughout the months of February and March, consumers will have the opportunity to sample the Red Prince apple in various Sobeys, Longo's and Loblaw locations. They will also have the opportunity to meet the Red Prince at select store locations."