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.”
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.
6a
breakfast
8a
morning commute
9a
arrive at work
reading break 12p
lunch
1p
lunch
2p
snack
3p
snack
4p
snack
5p
evening commute
6p
happy hour
7p
appetizer
8p
main course
8p
side dish
9p
dessert
11p
reading break 1a
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.
apĂŠritif
snack
reading break
credits
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.
6a
breakfast
Holiday Apple French Toast
Mom’s Apple Butter
Ingredients
Ingredients
1 c. brown sugar 1/2 c. butter, melted 3 tsp. ground cinnamon, divided 3 Granny Smith apples, peeled, cored and thinly sliced 1/2 c. dried cranberries 1 loaf French bread, cut into 1" slices 6 large eggs 1 1/2 c. milk 1 tbsp. vanilla extract
6 2 3 1 1 1 1
lb. Jonathan apples c. sweet apple cider c. sugar tsp. cinnamon tsp. ground cloves tsp. anise seed tsp. allspice
Equipment Sterilized canning jar with sterilized, unused seal and sterilized ring
Directions 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.
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.
8a
morning commute
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.
9a
arrive at work
Fig 1 Cloves
Orange- and Ginger-Infused Apple Cider
Fig 4 Orange
Ingredients 9 c. unpasteurized apple cider 3"-4" cinnamon stick 8 cloves 1 navel orange, peeled and sliced Large ginger root, cut into slices
Fig 3 Cinnamon
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.
Fig 2 Apple Cider
Fig 5 Ginger
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)
Idared (USA / 1942)
The Cortland is crisp, juicy and sweetly tart. Because it resists browning, it’s great for salads and fruit cups.
This apple keeps its shape and becomes more flavorful when cooked, which makes it especially good for baking.
Golden Delicious (USA / 1914)
Honeycrisp (USA / 1960)
This apple is mild and sweet, and it does particularly well in snacks and fresh desserts.
This apple’s firmness and unique blend of sweet and tart make it an ideal apple for eating raw.
Red Delicious (USA / 1870)
McIntosh (CANADA / 1811)
America’s most popular apple, it’s sweet and mild-tasting, and it’s perfect in fruit salads.
This apple is juicy and slightly perfumed. It’s excellent in holiday sauces and collapses well when baked whole or in pies.
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.
Northern Spy (USA / 1800) This apple is mellow and extremely aromatic. It’s an excellent all-purpose apple that does particularly well in pies.
Fuji (JAPAN / 1930)
Winesap (USA / 1817)
Japan’s most popular apple, it has a dense and sweetly tart flavor that develops over time. It’s excellent for making applesauce.
This apple’s sweetly tart flavor and winey aftertaste make it a great cider apple. Granny Smith (AUSTRALIA / 1868)
Gala (NEW ZEALAND / 1970) The semisweet flesh of this crisp and juicy apple makes it great for baking and pairing with mild cheeses.
reading break
The extreme tartness of this apple makes it excellent for baking. It’s a favorite in pies, tarts and crumbles.
lunch
Apple and Mixed Curried Apple Garden Salad With Soup Cider Vinaigrette Ingredients
Ingredients
1/4 c. apple cider vinegar 3 tbsp. minced shallots 2 1/4 tsp. Dijon mustard 2 tsp. honey 1/2 c. extra virgin olive oil 12 c. mixed greens 1/4 c. slivered almonds 1 Red Delicious apple, quartered, cored and thinly sliced Salt and pepper
4 tbsp. butter 2 c. chopped celery 1 c. chopped onion 2 tbsp. curry powder 1 tsp. salt 4 tbsp. flour 4 c. unsweetened applesauce 6 tbsp. sherry 7 c. vegetable broth 1 1/2 c. light cream
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.
Directions Melt butter in Dutch oven, then add celery and onion. SautĂŠ 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.
12p
lunch
Them Fancy Apples Panini
Apple, Cheddar and Bacon Grilled Cheese
Cumin-Spiced Apple Turkey Baked Sandwich
Ingredients
Ingredients
Ingredients
2 slices ciabatta bread 1 apple, thinly sliced Cambozola or mild blue cheese Arugula Truffle oil Squeeze of lemon Thyme
1/2 Granny Smith apple, thinly sliced 2 slices honey wheat bread Butter Dried rosemary Dried thyme 2 slices bacon 2 slices sharp cheddar 1 tbsp. salsa
1 Honeycrisp apple, diced 1 baguette 1 tbsp. butter 1 tsp. cumin Pinch of salt Sliced turkey Smoked Gruyère
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.
Directions
Preheat oven to 350°F. Sauté the diced apple with Butter one side of each butter, cumin and a pinch piece of bread. Rub rosemary of salt on medium-low heat and thyme onto the buttered until softened. sides. Place apples, cheese, Slice baguette lengthwise bacon and salsa between and hollow out some of the the unbuttered sides. Grill bread to form a boat for until golden brown. the ingredients. Layer turkey, apple mixture and Gruyère. Cook for 10-15 min. Directions
1p
2p
snack
Apple 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
Fig 1 Apple
Fig 2 Lemon
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.
Fig 4 Brown Sugar Fig 3 Orange Marmalade
Brush butter on tortillas and cut them into wedges. Arrange wedges on a greased baking sheet, then sprinkle with cinnamon and sugar. Bake at 350째F for 10 min. or until golden brown. Let cool before serving.
Fig 5 Cinnamon
Fig 6 Flour Tortilla
Fig 7 Butter
Fig 8 Sugar
3p
snack
Fig 1 Basil
Fig 2 Lime
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 3 Apple
Fig 4 Cucumber
4p
snack
Annie’s Autumn Apple Cookies Ingredients
Directions
3/4 c. grated apple 2 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
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.
Fig 1 Apples
Fig 3 Cinnamon
Fig 7 Egg
Fig 2 Flour
Fig 4 Salt
Fig 5 Baking Soda
Fig 8 Walnuts
Fig 9 Butter
Fig 10 Butterscotch Chips
Fig 11 Apple Juice
Fig 6 Brown Sugar
5p
evening commute
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 300째F. 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.
6p
happy hour
Apple Sauced Cocktail
Apple Wassail
Ingredients
Ingredients
Directions
2 oz. Laird’s apple brandy 3/4 oz. agave nectar 3/4 oz. fresh orange juice 3/4 oz. fresh lemon juice 1 slice fresh apple Bittercube orange bitters (optional)
3 cinnamon sticks 10 whole allspice berries 6 whole cloves 1 qt. cranberry juice cocktail 1 qt. apple cider 1 Granny Smith apple 1 c. apple liqueur
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.
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. Â
Equipment Cheesecloth Kitchen string
appetizer
Baked Apple Brie
Apple Pie and Cheddar Egg Rolls
Ingredients
Ingredients
Directions for assembly
1 round of Brie 1/2 large Granny Smith apple, cut into thin wedges 1/2 large ripe pear, cut into thin wedges 1 1/2 tbsp. brown sugar 2 tbsp. maple syrup Almonds (optional) Bread for serving
2 large Granny Smith apples 1 1/2 tbsp. butter 6 tbsp. sugar 6 tbsp. water, divided 1 tbsp. cornstarch 1/4 tsp. salt 1/2 tsp. cinnamon 1/8 tsp. nutmeg 2 tbsp. lemon juice, reserve 1 tsp. 1/2 c. sharp cheddar cheese spread 1/4 c. pecans, glazed and chopped 8 egg roll wrappers 1 tbsp. flour 4 c. vegetable oil for frying
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).
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.
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 Makes 8 rolls. 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.
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.
7p
main course
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 350째F. 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 145째F. Let stand for 10 min. before slicing.
8p
side dish
Grammy Shaw’s Apple Bread Stuffing
Apple Cider Glazed Carrots
Ingredients
Ingredients
1 stick butter 1 yellow onion, chopped 2 Granny Smith apples, peeled and chopped 1 head of celery, chopped 1 bag cubed stuffing 1 bag herbed stuffing 1 c. corn bread stuffing (optional) 2 c. chicken broth 1 tbsp. poultry seasoning 1 tbsp. thyme 1 tbsp. sage
10 medium carrots, peeled 1 c. unfiltered apple cider 3/4 c. water 2 tbsp. unsalted butter 1 tbsp. cider vinegar 3/4 tsp. salt 1/4 tsp. pepper Waxed paper
Directions
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.
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.
Directions Cut out a 12" circle of waxed paper. Butter one side.
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.
8p
dessert
French Apple Tart
Utah Apple Pie
Ingredients for crust
Ingredients for filling
2 1 1 9 1 2
2 c. and 1 tbsp. milk 1/2 c. sugar 2 tbsp. flour 1 tbsp. cornstarch 3 large eggs 1 tsp. vanilla
c. flour tbsp. sugar pinch salt tbsp. butter egg yolk tbsp. ice water
Ingredients for garnish
Ingredients for pie filling
Ingredients for piecrust
2-3 Golden Delicious apples 3 tbsp. rum or apple brandy (if desired) 2 tbsp. apricot jam 1 tsp. water
2 c. sugar 1/3 c. flour A pinch of salt 3 large Jonagold apples, peeled, cored and quartered 3 large Granny Smith apples, peeled, cored and quartered 3 large Honeycrisp apples, peeled, cored and quartered 1/2 stick butter Evaporated milk Sugar
2 c. flour 1 c. all-vegetable shortening 1 tsp. salt 1 egg 1/4 c. cold water 1 tbsp. cider vinegar
9p
apéritif
French Apple Tart
Utah Apple Pie
Directions for garnish
Directions for piecrust
Directions for assembly
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.
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 crust
Directions for pie filling
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.
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.
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.
Directions for filling
11p
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.
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.
Après Apple Cocktail
Directions for assembly
Ingredients
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.
1 1/2 oz. Calvados apple brandy 3/4 oz. Madeira wine 1/2 oz. Yellow Chartreuse liqueur Lemon twist
Directions Pour ingredients over ice. Stir and strain into a chilled martini glass. Garnish with a lemon twist.
Apples + Like any seemingly simple idea, there’s a deeper meaning to the apple if you just look for it.
Apples + America
Apples + Amour
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.
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.
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.
reading break
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.
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.
Apple + Language During an orchardvisiting 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!
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”?
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.”
“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.
Does “an apple a day” Not particularly. live up to its claims? In Germany, they When hard cider compare apples to was banned during pears. And in Serbia? Grandmothers to toads. Prohibition, apple growers needed people to eat more of their Where else do we fruit, rather than “Pomade” seems to hear about “apples brew it. Positioning derive from pomme, and pears”? the apple as a health the French word for food, they pushed In cockney rhyming apple. Pourquoi? the old adage into slang — a manner of popular culture Today, we know pomade speaking with origins with an ad campaign. as the waxy hair in 19th-century London dressing that no self— “apples and pears” respecting rockabilly means “stairs.” The Will one rotten a leaves home without. phrase is further pple in fact spoil But in the 16th century, shortened when spoken: the whole bunch? it was an ointment made Run up the apples to of animal fats, herbs Eventually. As the your room now. and mashed apples. apple ripens, it produces ethylene — When we raise a point a gaseous emission Speaking of pomme, do for dispute, why do that will hasten the the French have any we call it “an apple ripening and rotting thoughts on potatoes? of discord”? of other nearby fruits. The French word for When Eris, the Greek “potato” is la pomme goddess of discord, de terre, or “apple cast a golden apple from the ground.” before Hera, Athena and Aphrodite, she addressed it “to the fairest” — but left the phrase open for interpretation. Hello, Trojan War.
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
1a
snack
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
Fig 1 Chocolate Chips
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.
Fig 3 Condensed Milk
Fig 4 Butter
Fig 6 Nuts
Fig 2 Coconut Flakes
Fig 5 Apple Jacks®
GPC
1 — Destructive
A rotten apple
2 — No idea
The 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.
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
reading break
The apple that hit Newton
credits Apples +
Recipe Contributors:
Copyright 2012
Winter 2012
Sue Broverman Alina Cowden Dave Eastman Mary Faretta Adam Ferguson Megan Kennedy Phil Jungmann Aima Klein Kevin Lilly Lucia Malam Matt Miller Katie Newman Pam Nilsson Anne Nosko Will Sharpe Tim White Matt Wormington
Leo Burnett USA
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 Grotesk Aperรงu Mono
Third-party trademarks used in this book are the property of their respective owners and are used for reference only. Third-party businesses, organizations, institutions and people identified in this book are not associated nor affiliated with Leo Burnett USA, and their inclusion or identification in this book does not constitute an endorsement of, or association with, Leo Burnett USA. leoburnett.com