New Zealand apple marketer partners with in-market teams on series of in-store and online marketing campaigns
Vietnam has long been one of Mr Apple’s main export markets.
Across the country, the New Zealand apple marketer’s Royal Gala and Queen varieties are widely available, and its IP brands Dazzle and Posy are becoming an increasingly popular choice for Vietnamese consumers.
“The Vietnamese consumer has high standards for apples,” says Mr Apple marketing manager, Jo Turner. “Traditionally very large apples have sold well for sharing, but we’ve seen a recent shift to smaller apples for individual snacking.”
Earlier this year, Mr Apple signed two Memorandum of Understanding agreements with long-term partners in Vietnam to further grow the premium apple sector in this market.
“Our partners in-market are incredibly important to us and together we’re developing plans to bring the New Zealand apple season to life in-store,” Turner explains.
Mr Apple will support its retail programmes with in-store sampling and point-of-sale materials to grow sales value and brand awareness in Vietnam and other markets across South-East Asia and Greater China this season.
“In-store sampling is a great way to tell the brand story and to provide an experience for the shopper. We have high confidence in our apples and being able to back them with sampling makes a huge difference to momentum in-market.”
Ahead of Mid-Autumn Festival, Mr Apple will prepare festive packs for gifting.
“With a bit more fruit and such a great quality year, it’s nice to have a long run up to Mid-Autumn Festival,” Turner says. “We will have sampling through August and September in our key markets to drive momentum – and of course some beautiful festive packs for gifting.”
Off the back of successful campaigns in Greater China, Taiwan, Vietnam, Singapore and Indonesia, Mr Apple will also work with its partners to expand its Dazzle campaign in Thailand this year.
“It’s a discerning and competitive market, but Dazzle has been well received over the last few years and it’s time to dial up the activity,” Turner says. “Thailand has really bounced back from the challenges of Covid and subsequent dip in tourism [and] our long-term partners in-market are looking to try new things.”
Dazzle will hold a wholesale market launch and be included in a number of retail programmes this season as well as the NZTE Made with Care event in June.
Mr Apple will also establish Thai-based social media channels to grow its in-market presence and reputation as a premium apple grower and distributor.
