• by Karlene Lukovitz  @KLmarketdaily, October 9, 2014

Traditionally, applesauce has been marketed mainly to moms, for consumption by young children.  

Until now, Musselman's -- the applesauce division of Knouse Foods Co-op, Inc. -- has been no exception, for the most part targeting moms with its TV and other advertising. 

But last year, research conducted for Musselman's showed that while the four-ounce cups that are standard in the category are satisfying to most young kids, adults looking for healthful, convenient snacks could be motivated to try applesauce, or switch brands, with larger portion sizes. 

Based on that insight, Musselman's added a Big Cup line, featuring six-ounce cups with 50% more applesauce than the standard four-ounce cups (which the brand also continues to offer).

The success of the Big Cup products over the past year, and a new flavor, Honey Cinnamon, have now inspired a new, adult-targeted campaign for the line, from agency Brunner (Pittsburgh).

The $1 million-plus campaign includes three 15-second spots being aired primarily on late-night network programming in 21 DMAs, as well as during some early-morning news shows. It also includes out-of-home: 250 billboards, mostly along highways.

In the TV spots, the "50% More" message is conveyed by talking and singing animated Big Cups (the animation was done by CHRLX, New York). The "fun" approach is also a departure from Musselman's' previous, mom-directed advertising, which aimed for a "reassuring" tone.

Knouse Foods, based in Peach Glen, Pa., is a co-op of 150 fruit growers located along the Appalachian Mountains and throughout the Midwest. Musselman’s applesauce and apple products are packaged in Pennsylvania and Michigan.