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.

Related Web site: www.JazzApple.com 

#          #           #