Apple brand launches series of spring promotions as it celebrates the results of its recent cultural competition
Apple brand Marlene has launched its new spring campaign, which features a number of artworks designed to highlight the brand’s creativity and underline a direct connection with consumers.
“I’m the fruit of your creativity” is the message that will guide a range of in-store, digital, media, and out-of-home activities, all aimed at showcasing the so-called daughter of the Alps’ ability to inspire with those who buy and eat the fruit.
The campaign links to an initiative launched last autumn, when a creative contest dedicated to the brand’s 30th anniversary encouraged thousands of participants from around the world to interpret the apple through art, cuisine, music, and literature.
Some of the winning artworks have now landed in stores, featuring prominently on apple labels and special packs, and therefore made visible across thousands of stores.
Literary texts, menawhile, will be recited by several of their creators as part of a new social media campaign, and the competition’s winning song has been incorporated into a radio commercial that will accompany Marlene’s marketing efforts in the coming months.
In the cooking category, the winning entry and other selected recipes will be adapted for haute cuisine by Norbert Niederkofler, a renowned South Tyrolean chef who has three Michelin stars and a Green Star for sustainability.
Multi-channel project
In the coming months, the campaign will be supported by a comprehensive multi-channel communication plan designed to bring Marlene’s creativity into consumers’ daily lives and make the brand even more recognisable, relatable, and engaging.
Key activities include in-store activities and roadshows at stores, featuring displays, informational kiosks, and dedicated hostesses to engage consumers and distribute promotional items.
The campaign will also feature social media activities, an out-of-home presence with branded trams, and a media plan that includes television and radio commercials, boosting the brand’s visibility during the spring season.
“With this new campaign, we want to show that Marlene is not just about the taste of its varieties, but embodies a whole world of values centred on origin, passion, and people,” comments Hannes Tauber, marketing manager of the Vog Consortium.
“This is why we want to highlight the many ideas that the Marlene world has inspired. One example is the new packaging and labels featuring the participating artworks, an effective way to engage consumers during the purchasing process that is proving very popular.”
