Leo Burnett opened its doors on August 5, 1935. On that day, a receptionist set out a bowl of apples. It was the height of the Great Depression and when word spread that Leo Burnett was giving away apples, a newspaper columnist cracked, “It won’t be long ’til Leo Burnett is selling apples on the street corner instead of giving them away.”

breakfast

morning commute

arrive at work

reading break

lunch

lunch

snack

snack

snack

evening commute

happy hour

appetizer

main course

side dish

dessert

apéritif

reading break

snack

reading break

credits

Apple Notes

There are so many different things you

can do with an apple. A few of our favorites

can be found randomly throughout the book.

6a

8a

9a

12p

1p

2p

3p

4p

5p

6p

7p

8p

8p

9p

11p

1a

Leo saw this as a challenge. To him, giving away apples was a way to say thank you to his employees and clients alike, and nothing was going to change that. Apples have been on reception desks in every Burnett office around the world every day ever since. To us, giving away apples will always be a way of showing appreciation. This apple cookbook is our latest way of saying thanks to all of our employees, clients and partners with whom we’ve created ideas that change the world. Each recipe was provided by a Leo Burnett employee. Together, they ensure you can have an apple a day, at any time of day you like.

When you start with an apple and add creativity, the possibilities are endless. You get tarts, cookies, ciders – even apple and cheddar egg rolls.

The same goes for an idea. It starts as a simple thing, but with a little creative inspiration it grows into an act that can ultimately change the way people think, feel and live.

Holiday Apple French Toast

Ingredients

1 c. brown sugar1/2 c. butter, melted3 tsp. ground cinnamon, divided3 Granny Smith apples, peeled, cored and thinly sliced1/2 c. dried cranberries 1 loaf French bread, cut into 1" slices6 large eggs1 1/2 c. milk1 tbsp. vanilla extract

Directions

Combine brown sugar, butter and 1 tsp. cinnamon in a 13"x 9" baking dish. Evenly add apples and cranberries to the dish, then cover with slices of bread.

Mix eggs, milk, vanilla and remaining 2 tsp. of cinnamon until well blended. Pour mixture over bread, soaking bread completely. Cover and refrigerate 4-24 hr.

Preheat the oven to 375°F. Cover the dish with aluminum foil and bake for 40 min. Remove aluminum foil and bake for an additional 5 min.

Makes 12 servings.

Mom’s Apple Butter

Ingredients

6 lb. Jonathan apples 2 c. sweet apple cider 3 c. sugar 1 tsp. cinnamon 1 tsp. ground cloves 1 tsp. anise seed 1 tsp. allspice

Equipment

Sterilized canning jar with sterilized, unused seal and sterilized ring

Directions

Peel and slice apples. Place apples and cider in a large pot. Bring pot to a slight boil, lower the heat and simmer until the apples are tender. Transfer to a slow cooker. Add the sugar and spices. Cook on high for about 6 hr., stirring occasionally. The mixture will turn a dark brown. If desired, thicken by pouring back in the pot and boiling until it reaches desired thickness.

Ladle into jars. Leave about 1/4"-1/2" of room at the top of the jar. Wipe the rim well with a wet paper towel. Put the seal and the ring on the jar. Set the jars upside down on a bath towel for about 10 min. Turn the jars right side up and let them sit on the counter for at least 8 hr.

Makes 5-6 pt.

breakfast

6a

Whole Wheat and Oatmeal Apple Muffins

Ingredients

2/3 c. quick-cooking oats 2/3 c. whole wheat flour 2/3 c. all-purpose flour 1 tsp. baking powder 1 tsp. baking soda 1/4 tsp. salt 1 tbsp. cinnamon 1/2 c. unsalted butter, at room temperature 1/3 c. granulated sugar 1/4 c. dark brown sugar 1 large egg, lightly beaten 1 c. buttermilk or yogurt 2 large apples, peeled, cored and finely chopped 1/2 c. walnuts (optional)

Directions

Preheat oven to 400°F. Grease a muffin tin and set aside.

Mix together all dry ingredients and set aside. In a separate bowl, cream the butter and sugars together. Add the egg and mix well. Mix in the buttermilk/yogurt gently. Stir in the dry ingredient mixture, apples and walnuts. Fill the muffin tins almost completely. Bake them for 15-20 min. or until a toothpick inserted in the top comes out clean.

Remove from oven and let cool for 5 min.

Absorb Salt in Soups and Stews

When you overdo it with the salt shaker, just drop a few apple wedges in the pot. After around

10 min., the wedges will have absorbed the excess salt.

morning commute

8a

Fig 1Cloves

Fig 2Apple Cider

Fig 3Cinnamon

Fig 5Ginger

Fig 4Orange

Orange- and Ginger-Infused Apple Cider

Ingredients

9 c. unpasteurized apple cider3"-4" cinnamon stick8 cloves1 navel orange, peeled and sliced Large ginger root, cut into slices

Directions

Combine the cider, cinnamon stick, cloves, orange slices and ginger in a pot and let simmer for 20 min.

Strain before serving. Makes 8-9 c.

9aarrive at work

Every amazing apple dish begins with a single apple.But with over 7,500 different varieties, it’s hard to know which apple to start with. Here’s a quick guide to the 12 most popular apples in the U.S.

Cortland (USA / 1890)

The Cortland is crisp, juicy and sweetly tart. Because it resists browning, it’s great for salads and fruit cups.

Golden Delicious (USA / 1914)

This apple is mild and sweet, and it does particularly well in snacks and fresh desserts.

Red Delicious (USA / 1870)

America’s most popular apple, it’s sweet and mild-tasting, and it’s perfect in fruit salads.

Empire (USA / 1966)

This apple is particularly crisp and tangy. Its sweet and spicy flesh makes it great for eating right out of your hand.

Fuji (JAPAN / 1930)

Japan’s most popular apple, it has a dense and sweetly tart flavor that develops over time. It’s excellent for making applesauce.

Gala (NEW ZEALAND / 1970)

The semisweet flesh of this crisp and juicy apple makes it great for baking and pairing with mild cheeses.

Idared (USA / 1942)

This apple keeps its shape and becomes more flavorful when cooked, which makes it especially good for baking.

Honeycrisp (USA / 1960)

This apple’s firmness and unique blend of sweet and tart make it an ideal apple for eating raw.

McIntosh (CANADA / 1811)

This apple is juicy and slightly perfumed. It’s excellent in holiday sauces and collapses well when baked whole or in pies.

Northern Spy (USA / 1800)

This apple is mellow and extremely aromatic. It’s an excellent all-purpose apple that does particularly well in pies.

Winesap (USA / 1817)

This apple’s sweetly tart flavor and winey aftertaste make it a great cider apple.

Granny Smith (AUSTRALIA / 1868)

The extreme tartness of this apple makes it excellent for baking. It’s a favorite in pies, tarts and crumbles.

reading break

Apple and Mixed Garden Salad With Cider Vinaigrette

Ingredients

1/4 c. apple cider vinegar3 tbsp. minced shallots2 1/4 tsp. Dijon mustard2 tsp. honey1/2 c. extra virgin olive oil12 c. mixed greens 1/4 c. slivered almonds 1 Red Delicious apple, quartered, cored and thinly slicedSalt and pepper

Directions

Combine vinegar, shallots, mustard, honey and oil in a medium bowl. Whisk well. Add salt and pepper to taste. Combine greens and apple slices in large bowl. Drizzle with vinaigrette; toss to coat. Sprinkle with slivered almonds.

Curried Apple Soup

Ingredients

4 tbsp. butter2 c. chopped celery1 c. chopped onion2 tbsp. curry powder1 tsp. salt4 tbsp. flour4 c. unsweetened applesauce6 tbsp. sherry7 c. vegetable broth1 1/2 c. light cream

Directions

Melt butter in Dutch oven, then add celery and onion. Sauté celery and onion with curry powder and salt until transparent. Blend in flour. Let cool for 1 min. Transfer to blender. Add applesauce and vegetable broth. Blend until smooth. Return to pot and bring to a boil. Remove from heat. Add cream and stir. Serve sherry in cruet as condiment at table.

Roast a Juicy Chicken

The next time you roast a chicken, stuff an apple or two inside the bird before putting it in the oven. The apple will help make sure

the chicken is juicy when it comes time to eat.

lunch

12p

Apple, Cheddar and Bacon Grilled Cheese

Ingredients

1/2 Granny Smith apple, thinly sliced2 slices honey wheat breadButterDried rosemaryDried thyme2 slices bacon2 slices sharp cheddar1 tbsp. salsa

Directions

Butter one side of each piece of bread. Rub rosemary and thyme onto the buttered sides. Place apples, cheese, bacon and salsa between the unbuttered sides. Grill until golden brown.

Cumin-Spiced Apple Turkey Baked Sandwich

Ingredients

1 Honeycrisp apple, diced1 baguette1 tbsp. butter1 tsp. cuminPinch of saltSliced turkeySmoked Gruyère

Directions

Preheat oven to 350°F. Sauté the diced apple with butter, cumin and a pinch of salt on medium-low heat until softened.

Slice baguette lengthwise and hollow out some of the bread to form a boat for the ingredients. Layer turkey, apple mixture and Gruyère. Cook for 10-15 min.

Them Fancy Apples Panini

Ingredients

2 slices ciabatta bread1 apple, thinly sliced Cambozola or mild blue cheeseArugulaTruffle oilSqueeze of lemonThyme

Directions

Place apples, arugula and cheese atop the ciabatta slices. Drizzle lightly with truffle oil. Add a squeeze of lemon and sprinkle with fresh thyme. Grill in a panini press or bake until toasted evenly.

lunch

1p

Fig 1Apple

Fig 3OrangeMarmalade

Fig 7Butter

Fig 2Lemon

Fig 8Sugar

Fig 4Brown Sugar

Fig 6Flour Tortilla

Fig 5Cinnamon

snack

2pApple Dip and Chips

Ingredients for dip

1 1/3 c. apple, peeled and diced Fresh lemon juice (enough to toss apples in to keep them from turning brown) 2 tsp. brown sugar 2 tsp. guava jelly or orange marmalade

Ingredients for chips

5 6" flour tortillas 1/2 tsp. cinnamon 1 1/2 tbsp. sugar 2 tbsp. melted butter

Directions

Stir together the dip ingredients in a bowl, cover and refrigerate until cool.

Brush butter on tortillas and cut them into wedges. Arrange wedges on a greased baking sheet, then sprinkle with cinnamon and sugar. Bake at 350°F for 10 min. or until golden brown. Let cool before serving.

Fig 1Basil

Fig 3Apple

Fig 2Lime

Fig 4Cucumber

3psnack

Apple, Lime and Basil Juice

Ingredients

2 apples 1 cucumber 1 lime 1/2 c. basil

Directions

Juice basil, cucumber and apples in a juicer, following machine’s instructions. Cut and squeeze the lime separately. Combine juices and stir.

Fig 1Apples

Fig 2Flour

Fig 3Cinnamon

Fig 5Baking Soda

Fig 4Salt

Fig 9Butter

Fig 7Egg

Fig 10Butterscotch Chips

Fig 11Apple Juice

Fig 8Walnuts

Fig 6Brown Sugar

Annie’s Autumn Apple Cookies

Ingredients

3/4 c. grated apple2 1/2 c. all-purpose flour 2 tsp. ground cinnamon 1 tsp. baking soda 1/2 tsp. salt 1 1/3 c. packed brown sugar 10 tbsp. butter, softened 1 egg 2/3 c. + 1 1/2 tbsp. apple juice 2 c. butterscotch chips, divided 3/4 c. chopped walnuts 1 c. confectioners’ sugar

Directions

Preheat oven to 350°F. Lightly grease a cookie sheet and set aside.

Mix together flour, cinnamon, baking soda and salt in medium bowl and set aside.

Beat brown sugar and 8 tbsp. butter in large bowl until creamy. Beat in egg. Gradually beat in flour mixture alternately with apple juice. Stir in 1 1/2 c. butterscotch chips, grated apple and 1/2 c. walnuts. Drop by slightly rounded tablespoon onto lightly greased cookie sheets. Bake for 10 to 12 min. until lightly browned. Let stand 2 min. Cool on wire racks.

While the cookies cool, make the butterscotch glaze. Melt remaining 1/2 c. butterscotch chips and remaining 2 tbsp. butter in small, heavy saucepan over the lowest possible heat. When the butter and chips have melted, remove the pan from heat and stir in confectioners’ sugar and 1 1/2 tbsp. apple juice until the glaze is smooth. Spread the glaze on the cooled cookies and sprinkle with remaining walnuts.

4psnack

5p Apple Cinnamon Granola

Ingredients

1/3 c. honey 1/3 c. canola oil 1/4 c. water 4 c. old-fashioned rolled oats 3/4 c. sliced raw almonds or chopped raw pecans 1/4 c. wheat germ (optional) 1/2 c. shredded, sweetened coconut 1 tsp. cinnamon 1/2 c. dried apples, diced 1/2 c. golden raisins

Directions

Preheat oven to 300°F. Whisk together honey, canola oil and water in a small bowl. Combine oats, nuts, wheat germ (if using), coconut and cinnamon in a large bowl. Add the liquid and mix until evenly moistened. Spread mixture on a rimmed cookie sheet lined with parchment paper. Bake for 45 min., stirring once or twice, until evenly browned. Remove from oven and stir in the dried apples and raisins. Cool completely on the cookie sheet before storing in an airtight container.

The Wonders of Applewood

Adding applewood to your grill or smoker gives

food a slight sweetness, making it great for mild

meats and fish. It also will give them a beautiful

golden-brown color.

evening commute

6p Apple Sauced Cocktail

Ingredients

2 oz. Laird’s apple brandy3/4 oz. agave nectar3/4 oz. fresh orange juice3/4 oz. fresh lemon juice1 slice fresh appleBittercube orange bitters (optional)

Directions

Combine apple brandy, agave nectar, orange juice and lemon juice in a shaker with ice. Shake vigorously. Strain into a martini glass. (Optional: add 3-4 drops of orange bitters to top of drink.) Garnish with apple slice.  

Apple Wassail

Ingredients

3 cinnamon sticks 10 whole allspice berries6 whole cloves1 qt. cranberry juice cocktail1 qt. apple cider1 Granny Smith apple1 c. apple liqueur

Equipment

CheeseclothKitchen string

Directions

Wrap the cinnamon, allspice and cloves in cheesecloth and tie with string. Combine the cranberry juice, cider and spice bag in a large pot. Let simmer, uncovered, for 10 min. Skim the froth occasionally. Cut the apple into 1/4"-thick slices, then add, along with the apple liqueur, to cider mixture and let simmer an extra 3 min.

happy hour

Apple Pie and Cheddar Egg Rolls

Ingredients

2 large Granny Smith apples 1 1/2 tbsp. butter6 tbsp. sugar6 tbsp. water, divided1 tbsp. cornstarch1/4 tsp. salt1/2 tsp. cinnamon1/8 tsp. nutmeg2 tbsp. lemon juice, reserve 1 tsp.1/2 c. sharp cheddar cheese spread 1/4 c. pecans, glazed and chopped8 egg roll wrappers1 tbsp. flour4 c. vegetable oil for frying

Directions for apple mixture

Peel and core apples. Chop into 1/4" cubes. Sauté apples in butter until they just begin to soften. Add half of the sugar to the sautéed apples and stir to dissolve. Mix cornstarch and half of the water and add to apple mixture; bring to boil. Add remaining sugar to apple mixture; stir to dissolve. Add salt, cinnamon, nutmeg and reserved 1 tsp. lemon juice to thickened mixture. Remove from heat and chill in ice bath.

Directions for assembly

Heat oil in a frying pan to 375°F. Combine flour and remaining water in a small bowl. Lay out egg roll wrappers one at a time with a corner pointed toward you. Brush a little of the flour and water mixture around the edges of the skin. Spread 1 tbsp. cheese across center of egg roll. Add 1/4 c. apple mixture on top of cheese. Top with a sprinkle of pecans and fold the bottom corner up over the mixture. Fold the left and right corners toward the center and continue to roll. Place egg rolls into heated oil and fry, turning occasionally, until golden brown. Remove from oil and drain on paper towels. Serve with cinnamon sugar (if desired).

Makes 8 rolls.

Baked Apple Brie

Ingredients

1 round of Brie 1/2 large Granny Smith apple, cut into thin wedges 1/2 large ripe pear, cut into thin wedges1 1/2 tbsp. brown sugar 2 tbsp. maple syrup Almonds (optional) Bread for serving

Directions

Preheat oven to 375°F. Place the Brie on an ovenproof serving plate. Arrange the apple and pear wedges over and around the cheese. Sprinkle with brown sugar and drizzle maple syrup over top. Bake for 10 to 12 min. until fruit is tender and cheese is hot throughout. Garnish with almonds (if desired). Serve with bread.

Brush Your Teeth

Because apples are firm and cannot stick to teeth, they are

one of nature’s best ways to naturally brush your teeth.

7pappetizer

Applesauce Pork Loin

Ingredients

1 boneless pork loin roast (3 lb.) 1/2 tsp. salt 1/4 tsp. pepper 2 tbsp. vegetable oil 1 c. applesauce 3 tbsp. Dijon mustard 1 tbsp. honey 3 fresh rosemary sprigs

Directions

Preheat oven to 350°F. Sprinkle roast with salt and pepper. In a large skillet, brown roast on all sides in oil. Place roast on a rack set in a shallow roasting pan. Combine the applesauce, mustard and honey; spread over roast. Top with rosemary.

Bake, uncovered, for 1 to 1 1/4 hr. or until a thermometer reads 145°F. Let stand for 10 min. before slicing.

8pmain course

Apple Cider Glazed Carrots

Ingredients

10 medium carrots, peeled1 c. unfiltered apple cider3/4 c. water2 tbsp. unsalted butter1 tbsp. cider vinegar3/4 tsp. salt1/4 tsp. pepper Waxed paper

Directions

Cut out a 12" circle of waxed paper. Butter one side.

Cut the carrots into 1/2" slices. In a 12" skillet combine carrots, apple cider, water, butter, cider vinegar, salt and pepper, then cover with waxed paper, buttered side down. Let simmer, stirring occasionally, until most of the liquid has evaporated.

Grammy Shaw’s Apple Bread Stuffing

Ingredients

1 stick butter1 yellow onion, chopped2 Granny Smith apples, peeled and chopped1 head of celery, chopped1 bag cubed stuffing1 bag herbed stuffing1 c. corn bread stuffing (optional)2 c. chicken broth1 tbsp. poultry seasoning1 tbsp. thyme1 tbsp. sage

Directions

Preheat oven to 350°F. Melt the butter in a large roasting pan over medium heat. Add the onion and sauté until soft and translucent. Add the apple and the celery. Cook for 2-3 min., then remove from heat. In the same pan, add the stuffing, poultry seasoning, thyme, sage and salt. Add the chicken broth, 1 c. at a time.

Add salt and pepper to taste. If the mixture holds together when squeezed into a ball, no more liquid is necessary. If not, add more chicken broth 1/2 c. at a time until a ball is formed.

Put stuffing in a buttered baking dish and bake for 45 min. or until golden and crispy.

Ripen Tomatoes

Apples give off a gas called ethylene that can

speed ripening. Just put the apple and the tomatoes in a sealed paper bag until your

tomatoes have ripened.

8pside dish

French Apple Tart

Ingredients for crust

2 c. flour1 tbsp. sugar1 pinch salt9 tbsp. butter1 egg yolk2 tbsp. ice water

Ingredients for filling

2 c. and 1 tbsp. milk1/2 c. sugar2 tbsp. flour1 tbsp. cornstarch3 large eggs1 tsp. vanilla

Ingredients for garnish

2-3 Golden Delicious apples3 tbsp. rum or apple brandy (if desired)2 tbsp. apricot jam1 tsp. water

Utah Apple Pie

Ingredients for pie filling

2 c. sugar1/3 c. flourA pinch of salt3 large Jonagold apples, peeled, cored and quartered 3 large Granny Smith apples, peeled, cored and quartered3 large Honeycrisp apples, peeled, cored and quartered1/2 stick butterEvaporated milk Sugar

Ingredients for piecrust

2 c. flour1 c. all-vegetable shortening 1 tsp. salt1 egg1/4 c. cold water1 tbsp. cider vinegar

dessert

9p

Utah Apple Pie

Directions for piecrust

In a large bowl, mix flour and salt. Add shortening and mix well with a pastry cutter or a fork. In another bowl, mix together egg, cold water and vinegar. Combine with the flour and shortening mixture. Using your hands, mold the pie dough into a ball and let sit in the bowl.

Directions for pie filling

In a large bowl, combine sugar, flour and salt. Grate apples using a cheese grater with the 1/2" grate. Combine the grated apples and the sugar mixture. Mix well. Let sit while the piecrust is rolled out.

Directions for assembly

On a floured surface, roll out half of the dough until about 1/16" thick. Carefully place the dough in a glass pie plate. Using your fingers, mold the pie dough to fit the pie plate. Cut off excess pie dough, leaving about 1/2" hanging off the rim. Using a large slotted spoon, scoop apple mixture into the pie plate. Cut the butter into chunks and place evenly over the filling.

Roll out the remaining pie dough into a thin circle. Place dough on top of the pie and pinch the two dough edges together. Trim the excess dough, leaving about 1/4" over the rim of the pie plate. Make 5-6 slits in the top of the pie. Lightly rub evaporated milk over the top and sprinkle with sugar.

Bake at 400°F for about 45 min. or until the edges of the crust are brown.

French Apple Tart

Directions for garnish

Cut the apples in quarters, then in thin slices. Add rum or apple brandy, if desired, and refrigerate. In a small saucepan on the stove, combine apricot jam with water and simmer until warmed through and thinned out to glaze consistency.

Directions for crust

In a food processor, pulse the flour, sugar, salt and butter until the mixture resembles crumbs. Add the egg yolk and water; pulse again. Form a ball and refrigerate for 30 min. On a floured surface, roll out the dough, then lay in a pie tin. Refrigerate for 10 min. Cover with parchment paper and bake for 15 min. at 400°F.

Directions for filling

In a small bowl, mix the eggs, flour, sugar and cornstarch. In a pan, bring the milk to a boil, then add the dry mixture. Cook until thick and bubbly. Add vanilla.

Directions for assembly

Fill the prebaked crust with the filling and cover with thin overlapping apple slices. Bake 20 min. at 400°F. Let cool and glaze with apricot jam that has been warmed and liquefied with water or apple brandy.

Après Apple Cocktail

Ingredients

1 1/2 oz. Calvados apple brandy3/4 oz. Madeira wine1/2 oz. Yellow Chartreuse liqueurLemon twist

Directions

Pour ingredients over ice. Stir and strain into a chilled martini glass. Garnish with a lemon twist.

11papéritif

Apples +Like any seemingly simple idea, there’s a deeper meaning to the apple if you just look for it.

Apples + America

It stands to reason hat quintessentially American things would be compared to apple pie, as an early colonial law decreed that homesteading families were to plant 50 apple trees within their first year of land acquisition, to counter the risk of famine.

Johnny Appleseed, born John Chapman in 1774, was a legend in his own time. Some posit that he earned his contemporaries’ affection because the apples his seeds produced were not eaten, but were fermented and used to make hard cider and applejack. Chapman thus enabled America in more than one way.

Shrunken-head apple dolls are believed to have roots in early America, and the folk art remains popular in the Appalachian region. Actor Vincent Price briefly got in on the action too, launching a DIY Shrunken Head Apple Sculpture kit in 1975.

Apples + Amour

Dreaming that you’re eating an apple represents finding harmony, pleasure and fertility in your life. It may also represent your sexual appetite, lustful desires and personal sexual awareness. According to Irish folklore, a young lady who seeks to know her matrimonial future should pare an apple in one long peel and throw it over her shoulder. The shape that the peel takes on the floor will form the first initial of her future mate’s name.  

 In the poem, “Song of Solomon,” a young bride awakens to the pleasures of love, describing her groom as an apple tree whose fruit is sweet to her taste.

The seeds of a halved apple form a pentagram —which the ancient Celts believed to be a symbol of fertility. They considered the fruit to have divination powers, especially in matters of love. For instance, young people who stood before a mirror, eating a halved apple by candlelight, could expect to see the reflection of their future spouse.

reading break

Apple + Language

Why do we say that men have “Adam’s apples”?

Having taken that forbidden bite in the Garden of Eden, the first man is purported to have gotten a section stuck in his throat. It stayed.

 Any reason we compare “apples to oranges”?

Not particularly. In Germany, they compare apples to pears. And in Serbia? Grandmothers to toads.   

Where else do we hear about “apples and pears”?

In cockney rhyming slang — a manner of speaking with origins in 19th-century London — “apples and pears” means “stairs.” The phrase is further shortened when spoken: Run up the apples to your room now.

When we raise a point for dispute, why do we call it “an apple of discord”?

When Eris, the Greek goddess of discord, cast a golden apple before Hera, Athena and Aphrodite, she addressed it “to the fairest” — but left the phrase open for interpretation. Hello, Trojan War.

Why do we tell a lover they are “the apple of my eye”? 

Self love, really. When looking into our beloved’s eyes, we see our own image reflected in the pupils. And in Old English, “the pupil” was known as “the apple.” 

 Does “an apple a day” live up to its claims?

When hard cider was banned during Prohibition, apple growers needed people to eat more of their fruit, rather than brew it. Positioning the apple as a health food, they pushed the old adage into popular culture with an ad campaign.  

 Will one rotten a pple in fact spoil the whole bunch?

Eventually. As the apple ripens, it produces ethylene — a gaseous emission that will hasten the ripening and rotting of other nearby fruits.    

“Bad apple.” “Forbidden fruit.” Linguistically speaking, how did the apple come to earn these negative connotations?

Who can say? But consider: the Latin word for “apple” (ma-lum) is nearly identical to that for “evil” (malum). In fact, as late as the 17th century, the word “apple” was used to describe any fruit, including nuts, adding still more etymological confusion.

 “Pomade” seems to derive from pomme, the French word for apple. Pourquoi?

Today, we know pomade as the waxy hair dressing that no self-respecting rockabilly leaves home without. But in the 16th century, it was an ointment made of animal fats, herbs and mashed apples.

 Speaking of pomme, do the French have any thoughts on potatoes?

The French word for “potato” is la pomme  de terre, or “apple from the ground.”

Apples + Symbolism

As real and armchair scholars have long insisted, the fruit that figures prominently in the book of Genesis is not the apple as we know it. The original Hebrew translates to the generic “fruit,” and varied theories place it as a pomegranate, a pear or a fig.

In traditional Chinese culture, the apple symbolizes peace, while the apple blossom represents beauty. 

Apples play a central role in Jewish tradition. During the Jewish New Year, apples are dipped in honey to symbolize trust and hope that God will grant a “sweet” new year. The Passover seder’s charoset, a sweet paste made of nuts and fruit, including apples, recalls the mortar that the Jews used to lay bricks while slaves in Egypt.  

During an orchard-visiting wassail in pre-Christian England, villagers gathered at the orchard to sing, waking the trees and scaring off evil spirits to ensure a good harvest. Should a villager ever greet you with a wæs hæl, fear not. Respond with a hearty Middle English drinc hæl!  

When conquered by the Romans, the ancient Celts incorporated Pomona — the Roman fertility goddess of the orchard — into their Samhain festival. Bobbing for apples is one tradition to come from this cultural mash-up. For the Celts, the first young person to sink his or her teeth into an apple was the next young person to marry.

reading break

Fig 6Nuts

Fig 3Condensed Milk

Fig 4Butter

Fig 2Coconut Flakes

Fig 1Chocolate Chips

Fig 5Apple Jacks®

Magic Apple Jacks® Bars

Ingredients

1 1/2 c. crushed Apple Jacks® cereal 1/2 c. butter, melted 1 14-oz. can sweetened condensed milk 2 c. semisweet chocolate chips 1 1/3 c. flaked coconut 1 c. chopped nuts

Directions

Preheat oven to 350°F. Coat 13"x 9" baking pan with cooking spray. Combine crushed Apple Jacks® and butter in a small bowl. Press into bottom of prepared pan. Pour sweetened condensed milk evenly over crumb mixture. Layer evenly with chocolate chips, coconut and nuts. Press down firmly with fork. Bake for 25-30 min. or until lightly browned. Loosen from sides of pan while still warm. Let cool on wire rack.

1asnack

1 — Destructive

A rotten apple

2 — No idea

Like having no apples at all 3 — Invisible

Blends in like an apple in an entire orchard

4 — I don’t know what this brand stands for

An apple that looks and tastes like a cantaloupe

5 — I know this brand’s purpose

An apple that looks and tastes like an apple

6 — An intelligent idea

Like dipping an apple in caramel and putting it on a stick

7 — An inspiring idea, beautifully crafted

An apple pie almost too pretty to eat

8 — Changes the way people think and feel

An apple pie so good it turns apple pie haters into apple pie lovers

9 — Changes the way people live

An apple like the one Steve Jobs built

10 — Changes the world

The apple that hit Newton

GPCThe Global Product Committee (GPC) uses the HumanKind scale as a measurement tool to evaluate creative work across the Leo Burnett network.

For this book, we applied the GPC scale to apples.

reading break

credits

Apples +

Winter 2012

First edition of 4,000

Susan Credle,Chief Creative Officer

Designed by:

Tricia Chamberlain Natalia Kowaleczko Casey Martin Alisa Wolfson

Written by:

Tiffany Meyers Matt Miller Phil Jungmann

Photographed by:

Chris Cassidy Nancy Cassidy Kelly McKaig Josephine Orba Carol Smoler Marena Upton

Produced by:

Nia McCarthy

With:

Karla Flannery Jessica Hanna Joe Maggiore

Typefaces:

Neue Haas GroteskAperçu Mono

Recipe Contributors:

Sue BrovermanAlina CowdenDave EastmanMary FarettaAdam FergusonMegan KennedyPhil JungmannAima KleinKevin LillyLucia MalamMatt MillerKatie NewmanPam NilssonAnne NoskoWill SharpeTim WhiteMatt Wormington

Copyright 2012

Leo Burnett USA

Third-party trademarks used in this book are the property of their respective owners and are used for reference only.

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