An apple so good, it can only be called Envy.
Our objective with this campaign was to position Envy Apples as the Ultimate Holiday Apple (and the Ultimate Apple Experience) during the holiday season. The idea driving the work is that Envy apples epitomize luxury – they offer an indulgent moment to savor – much like the holidays themselves. Targeting new and existing audiences on social, we positioned the brand as an extension of the Holiday lifestyle, bringing together Envy and the holidays.
We aimed to increase awareness and drive more engagement on their holiday content versus previous years.
Featuring striking visuals and relatable yet aspirational content, Firebelly Marketing brought the idea of the “Envy Apple” accessible luxury lifestyle to life on Facebook and Instagram. Envy isn’t just an apple – it’s an opportunity to elevate and savor the moment. The Envy holiday campaign featured a variety of content types and styles, from recipes and reviews to contests and lifestyle content.
We paired gorgeous creative content with actionable, aspirational captions that established the Envy brand as a luxury item accessible to everyone. This was also our challenge as apples, of course, are readily available to most and known by all. Positioning the brand as something more than simply what it is, by creating an idea around a branded apple, gave us the opportunity to engage the end user, granting them permission to #BiteAndBelieve in an apple so good, it could only be called Envy.
Post Examples:
Christmas Envy™ Charcuterie Board
Sweet and Savory Envy™ Bacon Brussels Sprouts
Envy™ Chocolate Crostini Bites
With brand awareness as the central goal of our campaign, we were able to:
Of course, success is about more than numbers and metrics. The conversations and sentiment we saw around the Envy brand during the holiday season also improved drastically, creating a community of loyal fans and followers ready to incorporate Envy into their everyday lives.
“My favorite apples ❤️”
“I'm obsessed 😍😍😍”
“Had Envy apple in my Kielbasa & sauerkraut for dinner tonight! Delicious! 🍎”
