Kanzi growers at heart of campaign

The international marketing magazine for fresh produce buyers in Europe
Tom Joyce



Kanzi growers at heart of campaign

The new Kanzi campaign will stress the importance of the ‘tender loving care’ taken by the apple’s growers in guaranteeing the highest quality

Kanzi growers at heart of campaign

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As the European season for Kanzi apples gets started once again, efforts are underway to communicate the Kanzi story to consumers.

Central to this image is the ‘Kanzi Man’ in his red suit, introduced last year, who presents the brand “in a funny and cheeky way”.

The Seduce Life campaign includes a large-scale European giveaway, an extensive Facebook campaign, advertorials, sales promotions, samplings and tastings to convince the consumer of the taste and quality of Kanzi apples.

"It is often the first bite from a Kanzi apple that is convincing enough to make the consumer enthusiastic about our brand,” said Urs Luder, chief executive of GKE, which manages the Kanzi brand.

The company points out that Kanzi is the ideal mix of Braeburn and Gala, giving birth to a firm, juicy fruit with a good sweet-sour blend. However, Luder stresses the importance of the growers’ efforts.

“It’s the 'tender loving care' of the grower that makes Kanzi so unique,” he said. “We want to bring this story close to the consumers and show how much craftsmanship is involved in the entire process from the flowering to shelf.”

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