How does a bag of apples cultivate so much attention?
The Red Prince, a special apple variety grown by Binkley Apples, is harvested in the Fall and cellared until winter to enhance the flavour. Our challenge was to create a bag of apples that grabbed attention and told the unique Red Prince story.
Our team transformed a simple poly bag to look like craft paper. It featured letterpress graphics, a rope-like handle, an editorial story and a new positioning line. This campaign expanded into an in-store display and website redesign.
12 million apples sold in 3 months. Major grocer listings expanded across Canada and Northeastern United States. Entire Red Prince crop sold out. Double winner at PAC awards – an industry first.