New global marketing campaign launches in Asia and Middle East
New Zealand apple company Rockit Global has launched its biggest collaboration to date with Universal Products & Experiences for DreamWorks Animation’s Kung Fu Panda Franchise.
The global marketing campaign – which has already kicked off in mainland China, Taiwan, Hong Kong, Malaysia and Singapore – is about to launch in the Middle East as Rockit looks to significantly grow its consumer brand in the region.
Inspired by traditional martial arts and set in ancient China, the Kung Fu Panda franchise has earned more than US$2bn at the global box office.
“Kung Fu Panda stands out as one of the world’s leading animated properties, enabling us to reach millions of new consumers who are looking for fun, engaging products for the entire family to enjoy. Collaborating with Kung Fu Panda is another significant milestone towards our goal of becoming the world’s most loved apple brand,” said Rockit’s general manager global marketing, Julian Smith.
The partnership includes in-store activations, special Kung Fu Panda packaging on Rockit apple packs, digital and social activity, events, promotions and merchandise.
“We are really looking forward to launching the collaboration with our customers and industry partners as we gear up for our biggest season yet. We will export around 200mn apples this year – almost double last year’s volume – to our ever-expanding network of international markets,” Smith continued.
Consumer awareness for Rockit is improving each year, with 88 per cent of premium consumers recently surveyed stating they love the brand. “This trend looks set to continue, with 2024 being the first year where Rockit will fulfil 12 months’ supply from New Zealand, achieved through increasing national plantings, along with our distribution channels and shelf space overseas,” Smith said. “This ensures consistent quality for Rockit apples, no matter where they are sold in the world.”
Other global markets including Malaysia, Indonesia, Singapore and the US will launch the campaign later in the year.
Rockit apples are grown in 10 territories around the world and sold in more than 30 global markets.
