APPLES WITH BITE:
JAZZ™ BECOMES GLOBAL BRAND
May 15, 2008
VANCOUVER, B.C. — While the Jazz apple
has only been commercially available for the last three
years, it is already reinventing itself.
This season, the "Pure Apple Groove”
positioning which has backed the effervescent sweet-tart
apple since its North American release in 2002 gives way
to what David Nelley, pipfruit category director for The
Oppenheimer Group calls a more distinctive brand personality.
Oppenheimer is the exclusive supplier of ENZA apples and
pears in the U.S. and Canada.
“ENZA has created a globally uniform
brand position for Jazz, to help build equity for the apple
internationally,” Nelley said. “Jazz is now
grown in France, the U.S., Chile and New Zealand, and has
established itself as an exciting apple on the global stage.”
The new Jazz brand, ‘Apples with Bite,’
features updated photography and a clean, lively look and
uses imagery that will appeal more directly to the apple’s
target consumer, he said.
“A contemporary range of lifestyle photos
that typify our target audience — hip moms who love
food and want the best for their families but still maintain
a sense of identity unique to themselves — is perfect
for point-of-sale materials because it embodies who our
consumers are and aspire to be.”
‘Apples with Bite’, a playfully
edgy, relevant positioning strategy, captures the key attributes
of the Jazz apple: its consistency, crisp crunch, ability
to store at shelf, exceptional quality, and capacity to
deliver value at any size, Nelley said. “Now available
year-round, Jazz is grown internationally with excellence.
As the plantings are limited, and the same grade standards
controlled globally, Jazz is produced using identical requirements
and adherence to the same high standards all year.
“With Jazz, we have the ability to deliver
the tart-sweet, zingy taste and crisp crunch experience,
every time,” he continued. “E-mails we receive
from excited consumers show that when they try the apple
in one part of the country, they are delighted to find the
consistency in local stores when they return home. This
is very important when positioning branded fruit.”
ENZA and Oppenheimer will bring the brand
to life through its continued sponsorship of the Jazz Apple
Women’s Cycling Team — beginning mid-May and
headlined on a 20-race tour by New Zealand Olympic qualifier
Ali Shanks — as well as a host of guerilla marketing
and sampling at unconventional events, such as urban adventure
races, supported by market-specific media outreach and retail
promotions.
“These promotions are true to the spirit,
attitude, individuality and integrity of the ‘Apples
with Bite’ brand,” Nelley said. “The Jazz
consumer is a little different than the norm — individual,
fun, with a healthy dose of personality. Kind of like the
Jazz growers themselves.”
The New Zealand Jazz season began in early
May and will continue until October. Notably, New Zealand
is sending more Jazz apples to North America than Braeburns
this season, as Jazz volume is building in that country.
Photos are available upon request.
Related Web sites: www.oppyproduce.com
| www.enzafruit.com
Click here
to see all media releases.
MEDIA CONTACTS:
Karin
Gardner, Communications Manager
Kinley Engdahl-Johnson,
Media Relations Specialist
PH: (206) 284-1705 | FX: (206) 284-0203
The Oppenheimer Group, Communications
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180 Nickerson St., Suite 211
Seattle, WA 98109
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