Michigan, Naturally. With Michigan’s climate, proximity to lakes and nutrient-rich soil, growers discovered Michigan was the ideal place to grow quality, flavorful apples.
Challenge
With growing competition from other apple-producing regions, Michigan Apples needed to differentiate itself and reinforce why its apples are the superior choice. Despite 87% of consumers believing apple origin matters, many don’t actively seek out Michigan Apples. The challenge was to build awareness, drive preference, and increase sales in grocery produce sections.
Solution
The Michigan, Naturally campaign showcased Michigan Apples’ unmatched flavor, natural growing conditions, and deep-rooted heritage. Through digital, social, and in-store messaging, the campaign reinforced Michigan Apples as the naturally superior choice, strengthening consumer connection and boosting preference.
