Vienna, VA – U.S. Apple Association (USApple) continues to make waves in the online-ag realm, claiming two prestigious awards for innovative digital campaigns it conducted in 2013 and 2014 to engage and educate consumers online and through its social media channels.
At the recent 2014 American Agricultural Editors' Association (AAEA) Communications Awards ceremony, USApple received top honors in the Website Category for its “AppletizeMe” website and online campaign to educate consumers on ideal apple varieties and pairings, and Social Media Category for its “28 Days of Apples” campaign to promote apples’ role in heart health during American Heart Month (February).
USApple's Director of Consumer Health and Public Relations Wendy Brannen said, "As a non-profit, we are constantly striving to reach and educate our consumers in innovative ways. We work equally as hard to put a spotlight on the apple growers, packers and processors that we represent, so it's wonderful to be recognized for those accomplishments."
The annual AAEA Communications Awards recognize excellence in the categories of Writing, Design, MarComm, Digital & Social Media, and Photography.
First Place: Digital & Social Media – Websites
USApple created AppletizeMe.com—an educational website—with the latest generation of consumers in mind. AppletizeMe launched during the 2013 National Apple Month observance to magnify the wide array of apple varieties available, along with their myriad pairing companions and healthful benefits. With support from ingredient partners Marzetti®, California Milk Advisory Board and California Walnuts, AppletizeMe enjoyed an even wider reach. Key website initiatives included: An educational website; social media integration across USApple channels; Facebook advertising; and national consumer and trade media outreach. Since its launch, AppletizeMe has garnered or influenced 74+ million media impressions and 6+ million social impressions.
First Place: Digital & Social Media – Social Media
Through its “28 Days of Apples” initiative, USApple spent each day of February spotlighting a different way and/or reason apples are healthy for our hearts and bodies. The program featured:
Activities and outreach on USApple's Facebook, Twitter and Pinterest pages educating consumers on heart-healthy apple info, recipes and tips; a Twitter Party featuring guest nutritionists; and consumer and trade media relations outreach. The campaign also provided a platform for USApple’s many members to engage and educate their consumer audiences, as each day was "sponsored" by a member or apple-affiliate. The campaign resulted in more than 2.9 million social media impressions.
About U.S. Apple Association
The U.S. Apple Association (USApple) is the national trade association representing all segments of the apple industry. Members include 40 state and regional apple associations representing the 7,500 apple growers throughout the country, as well as more than 400 individual firms involved in the apple business. USApple's mission is to provide the means for all segments of the U.S. apple industry to join in appropriate collective efforts to profitably produce and market apples and apple products. More information on the organization is available at www.usapple.org.
Source: U.S. Apple Association
