Activation features collectible co-branded packs and is supported by fully integrated marketing campaign aimed at parents with children
Fully branded packs of Little Joya apples are launching nationwide across Tesco Extra and Superstores this spring, designed for children’s lunchboxes.
To celebrate the launch, the apple brand is embarking on a limited-edition collaboration with Hasbro – a leading games, IP and toy company – and its beloved Peppa Pig brand.
Positioned as ‘Peppa’s Pick for Playtime & Packed Lunches’, the activation features four co-branded Little Joya packs, each showcasing Peppa Pig artwork and a collectible cardboard cut-out of one of the cartoon’s characters.
Available exclusively in Tesco for a limited time, the collaboration is designed to deliver brand recognition, add excitement for children, and drive collectability and repeat purchase.
According to the apple brand, Little Joya is designed “for smaller hands and appetites” and is ideal for school lunchboxes and on-the-go snacking, partly because it stays crunchy and is less susceptible to bruising.
A Little Joya spokesperson said: “This is an apple created with families in mind – perfectly sized, consistently crunchy and built to keep up with the busy family life.
“Working with Peppa Pig allows us to bring extra fun to lunchboxes, while giving parents total confidence in the quality and reliability of what they’re choosing for their children.”
The launch is backed by a fully integrated marketing campaign that communicates key messages to parents around quality, durability and reliability.
Activity includes YouTube bumper advertising, Meta paid social, influencer partnerships, Tesco shop-along content, and in-store POS with retailer media support – all to help the product stand out in store and online.
