Brand drums up consumer interest in red-fleshed variety with multi-channel campaign including sampling activations in Manchester and London
Fully branded Joya apples are making their UK supermarket debut this August, with listings in Sainsbury’s and Aldi.
The brand describes the red-fleshed variety as “always crunchy, always juicy, always enjoyable” and positions itself as an uplifting, durable and dependable choice that makes a perfect on-the-go snack.
Outside the major supermarkets, the UK was already one of the main markets for Joya apples, alongside Germany and France, but this is the first time that the brand has been made available from a UK supermarket.
Managed by fresh produce marketing specialists Twenty Degrees, the brand launch is being supported by a “high-impact, focused” multi-channel campaign.
There will be in-store marketing and sampling activations, intended to create demand at point of sale and demonstrate the quality and consistency of the brand.
Consumers were also given the chance to taste Joya for themselves at two transport hub sampling activations – firstly at Manchester Victoria Station on Wednesday 13 August and then at Stratford Station on Friday 15 August. Free Joya apples were handed out, as well as activity packs to entertain children on their journeys.
The campaign also includes retailer marketing, geo-targeted social media, and digital content, targeting families in particular.
