Having previously presented Marlene as a natural work of art, VOG is now inviting shoppers to see the brand’s apples as a “true gift of nature”
With its new campaign to welcome in the autumn, ‘Enjoy the Gift of Nature’, Marlene apples are strengthening direct dialogue with consumers, according to VOG, the Consortium of South Tyrolean Fruit Growers’ Co-operatives, inviting them to “rediscover the apple as a gift from nature”.
“Building on the initiatives that over the years have celebrated the apple as a work of art created by nature, today the brand presents an even more direct and explicit invitation to consumers: to experience the apple as a true gift of nature rediscovered through its unique flavours, textures and the many ways it can be enjoyed, enriching the range on the shelves,” VOG-Marlene stated.
Marlene aims to go beyond simple descriptions of flavour to highlight the quality, origin and values of its apples, stressing the heritage behind every fruit, including the land and the dedication of over 4,000 Marlene apple growers.
“For some time now, our narrative has centred on Marlene’s special bond with nature,” said Hannes Tauber, marketing manager at VOG. “We did this last year with the creative competition to mark our 30th anniversary, which, by portraying the apple as a natural masterpiece, invited people to draw inspiration from its world to create genuine works of art, literature, music or cuisine. And we’re doing so today with this campaign, which brings the value of Marlene even closer to home: not just high-quality apples, but an invitation to enjoy the gift of nature. A direct message that responds to consumers who are increasingly looking for brands with a clear identity in which they can see themselves reflected and which, at the same time, offers our business partners a recognisable and consistent narrative that is also full of new ideas and opportunities for engagement.”
The campaign is set to be rolled out through an integrated plan of coordinated activities, including in and out of store. The goal is to make the message instantly recognisable, while exploring content relating to the different varieties and their diverse aromas, flavours and uses.
“The distinctive elements of the Marlene world form an integral part of the campaign, designed to guide consumers as they discover the apples and their origins,” VOG revealed. “The Aroma Wheel will help consumers choose between the different varieties, describing their flavours, aromas and textures, whilst the food pairing projects will suggest new and simple combinations to use apples in cooking.”
A collaboration with Norbert Niederkofler will also see the three-Michelin-starred chef showcase the culinary potential of Marlene apples.
“With ‘Enjoy the gift of nature’, Marlene reaffirms the strength of a well-established and loyal brand that embraces evolution: it continues to listen to consumers and offer them fresh inspiration, transforming every interaction into an opportunity for inspiration and discovery,” VOG said. “This approach is based on a consistent narrative across all touchpoints with consumers, offering retail partners new ideas to showcase the product and guide consumers in discovering it.”
