Online and offline marketing, premium giftboxes and a new Gold Selection range on offer during one of China’s peak consumer demand periods
Rockit is aiming to redefine traditional gifting by promoting its premium snack-sized apples as a fresh alternative to mooncakes for Mid-Autumn Festival.
Mid-Autumn Festival marks one of China’s peak consumer demand periods, and Rockit has launched a dynamic online-to-off line (O2O) campaign to boost sales and brand visibility over the period. The campaign was launched on 24 September with a flagship event at Fresh Hippo (Hema) Shanghai headquarters and will continue through early October across retail and digital channels.
Rockit China brand manager, Belinda Zhu said Rockit was the modern choice for Mid-Autumn Festival gifting.
“Our crisp, snack-sized apples offer a healthier, more exciting alternative to traditional mooncakes,” Zhu said. “This year’s campaign is inspired by the crisp bite of a Rockit apple – echoing the iconic click of a camera capturing memorable moments. The concept integrates KOLs, search advertising, user-generated content and offline activations to boost brand awareness and sales.”
Premium Rockit giftboxes – featuring traditional paper-cut designs and seasonal blessings – are also integral to this year’s campaign. According to Rockit, the giftboxes drove a fourfold sales uplift at Hema’s flagship store in the first week and significantly boosted Rockit brand visibility across all channels.
Rockit general manager Greater China, Cullen Zhang, said these results reflect the campaign’s impact. “The opening activation has already delivered a compelling response from Chinese consumers, demonstrating their connection to the brand and strong appetite for Rockit’s unique apples,” Zhang said.
In addition, Rockit’s new Gold Selection range of limited-edition premium apples launched exclusively in Ole’ stores ahead of Mid-Autumn Festival, strengthening the brand’s presence in China’s high-end retail sector.
“Partnering with Hema for our flagship event highlights the strength and impact of Rockit’s strategic collaborations in China,” Zhang said. “Together with the launch of Gold Selection and our premium Mid-Autumn Festival gifting campaign, we’re setting new benchmarks for how fruit brands engage with consumers during key occasions. This is another important step towards our ambition to become the world’s most loved apple brand.”
