At FoodMix, we know that building Brand Love begins by driving real-world results. Michigan Apples came to us with a clear goal: drive consumer consumption. So we tapped into what makes their apples irresistible and reminded shoppers that when it comes to flavor, Michigan is the natural choice.

We started by doing what we do best: uncovering the truth at the core of the brand. Through qualitative and quantitative research, we identified what sets Michigan Apples apart – and more importantly, what resonates most with today’s produce shopper. The results were clear: taste matters, and where apples are grown matters even more. In fact, 87% of consumers told us they care about the origin of their apples. This powerful insight was our guide for all that followed.

We saw a unique opportunity to elevate not just Michigan Apples, but Michigan itself. No other region is surrounded by four Great Lakes, shaped by ancient glaciers, and blessed with generations of growers who understand the land like a family member. With that, Michigan, Naturally was born, a campaign that champions apples grown just as nature intended.

We brought the idea to life through a multi-touchpoint strategy. Social content delivered bite-sized facts, regional pride, and kid-powered videos full of charm and curiosity. A content session with middle schoolers highlighted how the next generation connects with their food and where it comes from. Meanwhile, recipes and blog posts showcased the flavor, health benefits, and versatility of Michigan Apples in fun, everyday ways.

Michigan, Naturally has become more than a tagline; it’s a flavor-forward call to action. And with fresh thinking, real insights, and the sweet crunch of the truth on our side, FoodMix is helping Michigan Apples grow more than just awareness. We’re helping them grow consumption. Naturally.