Munch’n brand grows in Asia

For fresh produce marketing in Australia and New Zealand
Matthew Jones

BY MATTHEW JONES

@matt_fruitnet

Munch’n brand grows in Asia

Marketing campaign reaches over 800,000 people in Japan, while Hong Kong also shows promise

Munch’n brand grows in Asia

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A multi-channel marketing approach has helped Freshmax build awareness for its Munch’n kiwiberry brand in Asia this season.

The 2017 campaign saw the group marry trade and mainstream media coverage with a constant social media presence and engagement. This was supported by a programme of in-store sampling sessions and unique point of sale materials.

In Hong Kong, Freshmax was able to grow demand for the New Zealand-grown, bite-sized offering on the back of a social media-based photo competition and a trade marketing campaign.

“Consumers related incredibly well to the fun and playful nature of the brand” said Freshmax’s export manager Tracey Burns. “We had dozens of parents posting photos of their kids enjoying the product, of it going in to lunch boxes, in breakfast bowls… the engagement was incredible.”

The campaign also reached the Japanese market, where what started as a small online, print and media push ended up with a total reach of more than 800,000 potential consumers.

“This was our first year of ranging Munch’n in Japan, so it has been great to see such strong product interest as well as online engagement” added Burns. “The decision to deliver local language messaging with some of our marketing paid off well too.”

Freshmax hopes to extend the reach of the Munch’n brand in Asia over coming seasons.

“Tracey and the team have done a great job of developing and launching a fun and playful brand into a diverse range of Asian markets,” said Freshmax’s group marketing manager, Matthew Crouch. “I am really excited with the plans already underway for next year’s season and to see how we can continue to innovate with our approach to product promotion and market launch.”

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