VOG runs Marlene campaign in Malta

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Mike Knowles

BY MIKE KNOWLES

@mikefruitnet

VOG runs Marlene campaign in Malta

South Tyrol's largest fresh apple exporter confirms plans to run a major consumer campaign in the Mediterranean island nation

VOG runs Marlene campaign in Malta

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The Association of South Tyrolean Fruit Growers' Cooperatives (VOG) has announced it is running a comprehensive promotional campaign for its flagship brand Marlene this season in Malta, where the brand is one of the most recognised names in the fruit and vegetable sector.

The initiative is aimed at consolidating awareness of the registered trademark in the island country and supporting sales of South Tyrolean apples grown by VOG's 5,600 members.

By taking part in a specially organised competition, Maltese consumers will have the opportunity to discover the full range of South Tyrolean fruit sold under the distinctive blue label, as well as to find out where their fresh and natural flavour comes from.

From 20 November to the end of March, shoppers who buy Marlene-branded apples can enter a prize draw to win one of 11 trips for two people to the region of South Tyrol.

To be in with a chance of winning, all participants have to do is correctly answer the question ‘Where do Marlene apples come from?’ shown on the postcard they will receive with each kilo of Marlene apples purchased in participating stores.

After filling out their details and posting the card they will then be entered in the prize draw which will take place live during the prime-time maltese talk show Xarabank, which is broadcast by national television station TVM.

Furthermore, for the whole duration of the competition, a series of advertisements across the country’s main media will invite shoppers to join in the fun.

"Malta is a very interesting market for our fruit," commented Hannes Waldmüller, marketing manager at VOG. "We enjoy a very high level of brand awareness on the island and this year, with the valued cooperation of our commercial partners in Malta, we have decided to increase our promotional investments in support of sales.

Marlene is one of the best-known and established brands in the Italian fruit sector, recognised by nine out of 10 consumers, according to recent market research.

It was created in 1995 as an umbrella trademark for apples grown by VOG, the association which brings together 19 fruit growers’ cooperatives in South Tyrol.

A total of 11 varieties of apples certified under the EU-approved PGI South Tyrol apples designation are sold with the Marlene label.

These include: Golden Delicious, Red Delicious, Granny Smith, Gala, Braeburn, Elstar, Fuji, Jonagold, Idared, Morgenduft and Stayman Winesap.

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