Golden Sun Marketing is looking for a PR firm to promote Opal apples, naturally non-browning apples with bright yellow exteriors grown by Broetie Orchards of Washington.
The RFP describes an Opal apple as crispy and sweet, offering "a flavorful eating experience that starts out sugary and fragrant then finishes with a subtle hint of tart."
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The PR challenge is to make "Opal apples to stand out from other apple varieties on a crowded shelf and differentiate themselves through creative application of our key messaging," according to the RFP.
Goals are to find and convert new users to Opal fans; make Opal the No. 1 choice of apple eaters, and create awareness of Opal as the non-browning apple that gives back" (e.g., a percent of sales of every case is donated to groups that address issues such as hunger, food safety, sustainability and the environment.
Opal's current marketing program is based on the "SuperCrispiOpalicious" theme, using in-store elements, social media and events throughout the country.
The typical Opal customer is a 35 to 45-year old married woman with two children, household income of $150K-plus and home valued at $300K and up.
Golden Sun is conducting the search for FirstFruits Marketing, which distributes apples under the Opal brand name.
The PR campaign will run from Aug. 15 to June 1. Budget is from $50K to $60K.
Proposals are due Aug. 7. Adam Brady has info at [email protected] and 912/541-7726.
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