Le Crunch will get the French apple season off to a flying start this month, having unveiled a three-pronged UK marketing campaign to include a national schools programme, a heavyweight trade event and in-store promotions spanning the entire season.
• The schools programme begins this month, and will spread healthy eating messages to 6,000 primary school children using ‘Le Crunch Crew Playtime Club’ apple characters designed especially to appeal to children.
A nationwide Le Crunch Apple Day competition will offer schools the prize of £3,000 to spend on playground equipment or healthy eating initiatives, as well as offering smaller prizes for pupils. Parents will also be targeted through healthy eating information leaflets.
• A trade event is planned for March, around the England versus France six-nations rugby match dubbed ‘Le Crunch’. The event will give key decision makers the chance to discuss future opportunities for Le Crunch apples within the UK market. • Six major retailers and the main UK wholesale markets will be involved in promotions continuing the healthy eating and active lifestyle theme. Activities will include on-pack promotions and competitions, in-store POS, online games as well as coverage in retailer magazines.
Le Crunch believes that as some key southern hemisphere countries look to take advantage of emerging markets outside the UK, an opportunity is opening up for French producers to win back some business. Daniel Corbel, co-president of trade body Interfel’s external market commission, said: “French producers are used to responding quickly to UK market demand. Our proximity to the UK market and a sophisticated supply chain are big advantages of Le Crunch. A well-established transport system means apples can be delivered quickly, efficiently and at relatively short notice. What’s more, our quality standards with GlobalGAP certifications and BRC standard packing reflect what the UK buyers expect.”
French exports across the Channel are expected to total more than 150,000 tonnes this season. Corbel said: “The UK is still the most important export market for French growers, and we work equally on quality and quantity to meet the demands of UK buyers. Our climate, geography and varietal expertise position Le Crunch as world-class apples.”
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