Making another appearance at the internationally acclaimed New York Fashion Week (NYFW) last weekend, this time Envy™ apples created even more excitement through a special partnership with Christian Siriano, the innovative young designer of Project Runway fame. Guests of Siriano’s AW19 Runway Show and after party enjoyed an Envy™ apple tasting bar, signature Envy™ cocktail and other tasty treats as Siriano unveiled his latest collection.
While Envy™ took the spotlight on the catwalk, the apple is also stealing the show at retail, chalking up a 40+ percent increase in year-over-year dollar sales as of December 2018. “This sweet, crisp, red apple is outpacing all others at an exceptional rate,” said David Nelley, vice president of categories for Oppy, a marketing partner of T&G Global, owner of the Envy brand. “Envy™ is coming on strong in the premium apple landscape, gaining a great reputation for intense flavor and overall satisfaction—and valuable leading contribution to the apple category.”
Nelley notes that retailers in Manhattan and beyond are taking advantage of the campaign by promoting Envy’s return to NYFW. “Our point-of-sale materials, consumer contests, social content and even some fun billboards popping up around the Big Apple are bringing the promotion alive at shelf,” he said.
Streaming a live-feed of the event on the brand’s Instagram story, trend setters and apple aficionados alike can re-live the fashion-forward fun on Envy’s highlights. Siriano shared insider secrets of his show while praising Envy™ as the ideal backstage treat to his over one million Instagram fans.
In addition to the promotional opportunity the sponsorship presented, it also builds familiarity and equity for the Envy™ apple brand, according to Karin Gardner, director of corporate communications at Oppy.
“Christian Siriano is renowned for creating special, beautiful clothing that can be worn by everyone. His sophisticated style and elegant point of view complement the unique traits of Envy™ apples,” she said. “Envy™ has earned a special status but is also accessible and can be appreciated by everyone who loves a really good apple. It’s an indulgence that anyone can enjoy.”
Organic and conventional Envy™ apples are available now from Oppy, with the two-pound organic pouch bag among this season’s must-haves.
About Envy: Envy™ is a trademarked brand of the Scilate apple variety. Scilate is the result of a natural cross between Royal Gala and Braeburn. It was developed in New Zealand by Plant and Food Research and was patented in 2009 – the same year T&G, which owns the Envy™ trademark, began distributing it to the US. Envy™ is now grown under license to T&G in New Zealand, USA, Chile, Asia, the UK, France and Australia.
About Oppy: Founded in Victoria, B.C. in 1858, The Oppenheimer Group, known to many as Oppy, is a leading North American fresh produce distribution and marketing company. The global organization sources over 100 varieties of fruits and vegetables from more than two dozen countries and delivers them to retailers, wholesalers and foodservice operators across the U.S. and Canada, as well as export markets. Signature brands include Ocean Spray, JAZZ™, Envy™, and Pacific Rose™, Zespri, Divemex, Oceanside Pole and OriginO. www.oppy.com
About T&G Global: T&G Global, formerly known within North America as ENZAFRUIT Products Inc or EPI, is currently celebrating 120 years in business. Headquartered in New Zealand, T&G is the country’s largest exporter of fresh fruit and vegetables. It owns the trademark to Envy™, JAZZ™ and Pacific Rose™ which are all grown in North America through partner growers to satisfy growing global demand. T&G has offices around the globe including Los Angeles and Wenatchee.