Campaign Collateral / Sales Assets / Motion Graphics for Final VideoThe Big Apple Apple Taste Test
Putting Apeel-protected organic apples to the ultimate test in New York City.
Work Led & Delivered:
Campaign graphics for sales materials
T-shirt and sticker design
Motion graphics for video overlays
Going into the fall season, Apeel wanted to shine a spotlight on their protected apples and prove that consumers genuinely prefer them for their quality, taste, and texture. And what better place to put that to the test than New York, the Big Apple itself.
If there’s one thing New Yorkers have, it’s opinions. And they ain’t afraid to share them either. Our goal was to create an activation that moved beyond the familiar “2x longer” shelf-life story to showcase the real consumer benefit in a way that was bold, engaging, and culturally relevant.
The Challenge
Apeel needed to demonstrate its value in a way that resonated with both shoppers and industry partners. The brief was to go beyond technical claims and prove that consumers genuinely preferred Apeel-protected produce. At the same time, the activation had to serve as a compelling sales tool for retailers, generate content that could travel across digital and social platforms, and build momentum during a critical post-COVID retail season.
The Approach
We staged a blind taste test in the heart of New York City, capturing unscripted reactions from consumers as they compared Apeel-protected organic apples with untreated fruit from the same crop. The activation was hosted by New York icon New York Nico and his team, whose streetwise style and humor drew people in and sparked candid conversations in true New York fashion, direct, funny, and opinionated.
To make the experience even more memorable, we created swag around the campaign: all participants received our spin on the iconic “I Love New York” t-shirt along with branded stickers. The activation was filmed for a content series designed for YouTube and amplified across Instagram, LinkedIn, Facebook, Twitter, Pinterest, and TikTok. By timing the launch around Thanksgiving, we aligned the campaign with a moment of high food focus, maximizing both consumer engagement and retail visibility.
The Impact
The Big Apple Taste Test created authentic proof that consumers notice and prefer the difference Apeel makes. The content not only engaged everyday shoppers but also served as a powerful sales asset to strengthen retailer partnerships and attract new prospects.
Promoted across Instagram, LinkedIn, and Twitter and re-shared widely, the campaign potentially reached over 1.2 million people. By tapping into the voice of New Yorkers and the symbolism of the Big Apple, we gave Apeel’s message cultural relevance and credibility, driving brand awareness, purchase intent, and conversations that extended far beyond the streets where the apples were sampled.
Watch the final video on Youtube.
– This project was completed while Alena was Senior Designer at Apeel Sciences –