Once upon a time, apples were apples and they were (mostly) red and green. They went in pies and school lunches and that was about it.

Today, the race to breed, brand and sell apples has become a global one, with companies vying to be the next Cosmic Crisp™ or, closer to home, Snowflake.

Enter Envy apples, a trademarked apple type from New Zealand’s T&G Group.

The company is looking to Canada to get its apples into the hearts and mouths of consumers this holiday season with a targeted media and PR campaign built around its partnership with Canadian actor Andrew Walker.

At the heart of the campaign is product placement in Hallmark Channel holiday movie Three Wise Men and a Baby, in which Walker plays one of the main characters. The special will premiere on the Hallmark Channel and streaming service Hulu on Dec. 13. In the film, the characters use Envy apples as an ingredient to prepare a Christmas recipe.

Envy is also promoting the apples’ placement in Longo’s stores with special appearances by Walker. The company set up tasting stands and an autograph session at Longo’s supermarkets in Toronto this weekend.

T&G has also launched static and digital billboards on the Gardiner Expressway, TTC buses, and digital pathway boards at Union Station featuring Walker and an Envy apple. Additionally, the media plan includes ads in all of Longo’s locations and paid ads on social networks.

Envy worked with the Indianapolis-based marketing agency Firebelly Marketing for social media, while Miami-based Mobly Media handled media buying. Minneapolis’ Curious Plot managed public relations.

Envy has previously partnered with Walker to promote its apples during special dates. Last May, the company and the actor launched a week-long Mother’s Day social media sweepstakes on Instagram. Before that, they rolled out a Valentine’s Day campaign on different social networks.