Kanzi apples is launching the 2016/17 season with a new consumer marketing campaign that focuses on lifestyle and enjoyment, while introducing a new figurehead in the shape of the 'Kanzi Man'.
The digital campaign focuses on 'seducing life and living in the now – seize life by enjoying an everyday moment of luxury, reaching the outgoing, modern and active consumer with a positive mind-set'.
Kanzi’s new promotional drive is also focused around the 'Kanzi Man', who wears a red suit and presents the brand in a 'funny and cheeky way'.
The campaign consists of censored and uncensored versions of videos featuring the Kanzi Man, with this censorship mechanism used to drive traffic to the website where people can watch the uncensored version.
The campaign is translated to radio, bill boarding and to stores with POS-material, consumer actions, PR and other product communication throughout Europe.
“We believe we can reach our customers best through online campaigning combined with activities in the stores,' explained Henry Müller, chief executive of GKE NV. 'Our consumers have 24/7 access to on-demand media.
'With YouTube and Facebook we get as close to consumers as possible,' he added. 'We believe this campaign has huge viral potential and we’re targeting in reaching over 55m consumers all over Europe”.
The primary goal of GKE is to “bring class to our fruit industry through an innovative modern approach,' Müller explains. 'Our brand ambition is to become a preferred player on the premium branded apple market.'
To achieve this goal, Müller considers the consumer must be kept as a priority focus, while the brand must be continuously available with a high class appearance, differentiated from other varieties. “These 3 reasons give us a uniform global presence and more differentiation than other varieties.'
Müller confirmed that according to the latest consumer surveys, the brand’s differentiation is now rising, with sharper positioning, with Kanzi 'fully suited to today’s market conditions'.
GKE says the success of Kanzi is down to its flavour, its crunchy and juicy flesh as well as an attractive shiny and colourful skin. The variety has strong advantages for retailers as well, with a long shelf-life, which it is a key factor for good sales.
“For the retailers it is important to know that the apple is preferred by the consumer, and is also available with a very consistent quality level,” said Müller. “We are also ensuring the retailers have good and growing availability all year round, which is very important to support a brand.”
According to GKE, the apple has experienced good growing conditons across all production regions, resulting in a high-quality harvest.
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