Initiative is the brand’s first sampling tour since the pandemic

The Jazz team is touring the country

The Jazz team is touring the country

Jazz Apple has kicked off its summer sampling tour as it looks to build brand awareness at food festivals.

The branded apple began its tour of the country at the Brighton Foodies Festival on the May Day bank holiday weekend with a new bespoke apple sampling wagon and experiential brand-building activities including hula hoop and limbo competitions.

The Jazz team included Worldwide Fruit’s Hannah McIlfatrick, Kate Nightingale and Samantha Hale, and they sold and gave out samples of over 10,000 British Jazz apples over the course of the three days to just under 20,000 consumers.

The aim of the latest campaign for Jazz - which was crowned the UK’s Tastiest Apple at the National Fruit Show last year - is to drive trial, boost awareness, educate consumers, increase sales and link up with the growing number of fans in targeted regions across the UK.

The summer tour will see the Jazz Apple team travel to Brighton, Cardiff, Chelmsford, Tatton Park in Cheshire, Glasgow and Oxford.

McIlfatrick, commercial director of Worldwide Fruit, said: “We haven’t embarked on a consumer sampling campaign since before the pandemic so we’re thrilled to be on the road again to drive penetration and awareness in targeted areas.

“With the British Jazz season still going strong and the southern hemisphere crop on its way, it’s the ideal time to introduce new consumers to the glories of Jazz and show them what the brand is all about. With the visitors going crazy for our apples and crowds gathering for our hula hoop and limbo competitions, I’m confident we definitely made our mark on Brighton. Next stop Cardiff!”