As the world transitioned to an online lifestyle in 2020, we quickly adapted our PR approach to an online strategy as we continued to assess the global trends and changes. In keeping with the unchanging goal of our client JAZZ™ apple, we had to re-assess how to continue to increase brand awareness within a changing situation. We shifted from onsite media/trade event to online consumer event, and we began to incorporate Instagram live to our PR from a very early stage. We planned and coordinated with prominent food specialists to introduce various recipes using JAZZ™ apples and through their large followings, we successfully expanded JAZZ™ apple’s brand recognition. The increased brand awareness impacted the next 2021 apple season with a large fan base anticipating the arrival of JAZZ™, as well as consumers creating and posting on their social media a JAZZ™ apple grilled sandwich introduced from the previous year.

JAZZ™ apple’s reputation and popularity also increased by a carefully planned social media platform management system. We asked talented and prominent Instagram food influencers that have a trusted relationship with Candlewick, to create and photograph JAZZ™ apple dishes. Our client’s social media platforms developed to be vibrant, energetic and very informative with fun facts of the product and many recipe options for all to enjoy.