Challenge

Launch and scale Cosmic Crisp® as a premium apple brand, building consumer awareness and demand that could grow alongside increasing production volume. From day one, Harbor Creative Group led all consumer and trade marketing efforts in partnership with Proprietary Variety Management and Washington State University.

Strategy

Build Cosmic Crisp® like a modern CPG brand. Develop core messaging, branding and all digital activities within integrated marketing campaigns and efforts that effectively set the brand apart and grow loyalty. From custom recipes, influencer marketing, retail support, experiential events and even a hot air balloon, our approach has always been differentiated and highly creative.

Results

Cosmic Crisp® is now a top-five best-selling apple with high national brand awareness and the largest digital community in the category. Its marketing and branding have been featured by major national media outlets, establishing Cosmic Crisp® as best-in-class for both positioning and execution.