California Apple Commission Promotes Animated Seedman Character

An amusing, animated character called Seedman (an apple seed) is at the core of a new promotion from the California Apple Commission, Fresno, Calif. The campaign was designed to convey the differentiating quality of California-grown apples.Seedman sprouts from an array of colorful P-O-P materials (including a table skirt and back header card) that accentuate California apples in the supermarket section and help communicate the campaign's tagline, "In California, all the flavor comes to light."The P-O-P kits also include an eye-catching dangler and tearpad touting a T-shirt offer. The kits and Seedman character tie-in with an animated 30-second television spot, also created for the program, that is appearing on CNN, Lifetime, USA and other cable networks in the California market. The Seedman character is carried throughout the TV and P-O-P campaign to help increase brand awareness, says Michelle Logoluso, marketing director for the California Apple Commission.According to Logoluso, California's location and climate help its apple growers achieve high standards for taste and flavor. The high amount of sunshine, combined with exceptional water and excellent soil, generally produces richer, sweeter apples, she says. "There are so many apple varieties on the market. Our P-O-P and TV campaigns focus on the benefits of apples grown in California to differentiate them from other states and inform consumers why California apples are superior."Designed by Janzen Advertising and printed in four-color on coated poster-board by Dumont Printing, both of Fresno, Calif., the California Apple Commission's P-O-P kits contain a 27-inch-wide by 7-inch-high front table skirt; a 24-inch-wide by 18-inch-high back header card; a 17-inch-diameter dangler featuring a large "retro" sun with the commission's apple logo in the center; and a tearpad offer for a $9.99 T-shirt featuring the Seedman character. The P-O-P is designed to stay up "as long as grocers want to use the pieces to draw attention to the product," says Logoluso.The P-O-P is primarily placed in supermarkets in California, with some placement in Arizona, Colorado and Utah. These materials and the TV campaign, which ran from late August to the end of October, were designed to appeal to women between the ages of 25 and 49, the program's primary target.

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