Michigan Apple Committee highlights apple varieties through playful social media campaign

CHICAGO (September 15, 2026) – This fall, Mother Nature is debuting some of her most colorful personalities yet, as 12 Michigan apple varieties come to life through a playful personality-driven social media campaign.

FoodMix Marketing Communications and the Michigan Apple Committee (MAC) BB #:157755 are using an unexpected approach to commodity marketing by giving each apple variety a distinct persona and creating a memorable way for consumers to explore the diversity of Michigan-grown apples.

The light-hearted campaign features 12 apple varieties with their own personas: Paula Red, Ginger Gold, Gala, Honeycrisp, Golden Delicious, McIntosh, Red Delicious, Fuji, Jonagold, Ambrosia, EverCrisp and Cripps Pink. Through spirited short videos, viewers learn about Michigan apples and what makes each special in its own way.

“Every Michigan apple has a story to tell and exceptional qualities that make them so unique,” said Diane Smith, Executive Director, Michigan Apple Committee. “Whether it’s Honeycrisp’s sweet, confident style that makes her a natural favorite or Fuji’s polished, quietly charming personality and major sweet tooth, everyone can relate to one of these unique characters.”

The fresh produce industry knows all too well that consumers can have difficulty distinguishing what makes one fruit or vegetable unique. For Michigan apples, FoodMix tapped into that consumer insight to move beyond traditional apple messaging and give the fruit a personality – using clever, entertaining content to create an emotional connection, strengthen consumer loyalty and ultimately increase engagement with MAC.  

“We wanted to find a way to help consumers connect with Michigan’s many apple varieties on a more personal level,” said Sharon Ponti, Director of Communications, FoodMix Marketing Communications. “Instead of simply telling people that one apple is sweet, another is tart or another is especially crisp, we asked a different question: What if those characteristics belonged to a person? From there, each apple started to develop its own personality. The result is a way to make the characteristics of each variety more relatable, memorable and, most importantly, fun.”

By giving the unique flavor and texture characteristics of each apple a personality of their own, the campaign gives consumers a more personal way to find their favorite variety.

So this fall, keep your eye on the movers and shakers in the family tree, they just might have something “juicy” to share.

To date, the campaign has generated more than 164,000 views and nearly 6,600 engagements across Instagram, Facebook and TikTok, achieving an overall engagement rate of 4%. Visit Michigan Apples on Instagram to get to know the varieties.

Meet a few of the family:

• Meet Honeycrisp
• Meet Gala
• Meet Ginger Gold
• Meet Paula Red

About Michigan Apple Committee

The Michigan Apple Committee works on behalf of Michigan apple growers through marketing, research, education, and outreach to increase consumption, support growers, and ensure a strong and sustainable apple industry. To learn more, visit MichiganApples.com.

About FoodMix Marketing Communications

FoodMix Marketing Communications is a full-service brand marketing agency, supporting clients in the areas of market research, brand strategy, creative development, communications and innovation. FoodMix has been developing and executing integrated B2B, B2C and, increasingly, B2B2C brand campaigns for some of the biggest and best names in food for more than 25 years. For more information, visit www.foodmix.net.