Global campaign kicks off in mainland China, Taiwan and Hong Kong with digital and in-store activations and Kung Fu Panda packaging
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 has kicked off in mainland China, Taiwan and Hong Kong, and will then launch in other markets including Malaysia, Indonesia, Singapore, the Middle East and the US later in the year as Rockit looks to significantly grow its consumer brand.
“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,” said Rockit general manager global marketing, Julian Smith. “Collaborating with Kung Fu Panda is another significant milestone towards our goal of becoming the world’s most-loved apple brand.”
The partnership includes in-store activations, specialised 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 to mark the first shipments of Rockit apples arriving in key markets as we gear up for our biggest season yet,” Smith said. “We will export around 200m apples this year - almost double last year’s volume – to our ever-expanding network of international markets.”
Consumer awareness for Rockit is also 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. This ensures consistent quality for Rockit apples, no matter where they are sold in the world,” said Smith.
Kung Fu Panda Franchise is first worldwide partnership for Rockit, coming off successful promotions in China with PacMan in 2021, Illumination’s Minions in 2022 and Pokémon in 2023.
More on this story in the May edition of Asiafruit Magazine.
