BRANDFX engages apple lovers

FOR IMMEDIATE RELEASE

BRANDFX engages apple lovers with a creative challenge and social media participation

Vancouver, BC – As part of an ongoing brand evolution for BC Tree Fruits, and to commemorate apple
month this February, BRANDFX Advertising, Design & Interactive has unveiled the Artful Apple Contest. Artful
Apple invites consumers to get creative with their favourite BC Tree Fruits apple variety by making it into a
work of art. They can carve, paint or decorate and then upload their apple creation to Artfulapple.com for a
chance to win five luxurious nights for four at the Predator Ridge Resort in the Okanagan. Other prizes
including, of course, an Apple iPad, will be up for grabs. To aid in judging, the artist and their family and
friends can vote for their favourite Artful Apple. Participates are encouraged to share with friends via Facebook
and Twitter and will earn extra voting points every time they do.

“We were looking for a creative way to draw some attention to the brand during our re-branding period and
also bring some excitement to the apple category,” says Tim Kelly, Creative Director and Partner at BRANDFX.
“I knew we had a winner when one of the first apples posted was Lady Gala… I am simply blown away by
consumer participation and the creativity of the entries.”

This is the first time BC Tree Fruits has used social media to this extent, but has found the program to be a
very cost effective way to connect with their audience. “It has really allowed consumers to engage and have
some fun with the BC Tree Fruits brand, I’m very pleased with the early response we are getting,” says Chris
Pollock, Marketing Manager for BC Tree Fruits.

The Artful Apple contest is also supported by TV billboards, sponsorship and interview segments on City TV’s
Breakfast Television, online display advertising and POS material. Media was handled by Barlow Media.
The contest is running now through to the end of February with the voting period ending at midnight on
March 17,2012.

BRANDFX, is a privately owned communications agency offering a focus on branding with expertise in
strategic planning, advertising, graphic design, web development and interactive media. The North Vancouver
agency is renowned for its long track record of innovative and successful branding with an extensive and
varied clientele. Further information about BRANDFX’s work with BC Tree Fruits and other exceptional
companies can be found at www.brandfx.ca.
Media Contact: Tim Kelly, Creative Director, Partner tim@brandfx.ca 604.619.2463

BC Tree Fruits, one of the largest apples marketers in North America, is part of the Okanagan Tree Fruit
Cooperative, owned by over 700 local grower families. The organization markets and distributes a variety of
BC-grown fruit including apples, pears, cherries, peaches, apricots, prune plums and blueberries. BC Tree
Fruits’ head office is based in Kelowna, B.C.
Media Contact: Chris Pollock, Marketing Manager cpollock@bctree.com 250.470.4213