Continued investment in club varieties, supported by high-profile marketing promotions, appear to have brought sustained growth
Branded apple Cosmic Crisp has returned to European markets, backed by a series of special events and communications designed to convince young and urban consumers to enjoy it “under any sky, from sunrise to sunset”.
According to licence-holders Vog and Vip, total marketed volumes in Europe are set to increase to 21,000 tonnes, which means the fruit should be available from mid-January until mid-autumn.
And thanks to its excellent storage life, the companies believe Cosmic Crisp is also poised to guarantee unparalleled freshness throughout the spring and summer.
“We are really excited to once again be able to meet the demand for Cosmic Crisp on all reference markets in Europe,” comment Hannes Tauber and Benjamin Laimer, respectively marketing managers of Vog and Vip.
“This apple is a genuine game changer thanks to its unique characteristics: its red skin with white lenticels reminiscent of a starry sky, its incredibly fine and crispy flesh, and its perfectly balanced flavour. In addition to these qualities there is also its distinctive positioning, which we will emphasise with special initiatives, creating lifestyle moments that go beyond the confines of the classic tasting.”
The campaign gets into full swing in spring and summer in Italy, Spain and Germany, where consumers will be invited to sample the “heavenly taste of Cosmic Crisp” and enjoy the apple any time of day.
One planned highlight is a series of special events in evocative, modern locations associated with the sky, where tastings will be combined with “unique and special lifestyle experiences”. And in April and May, a new television promotion will take viewers on a dreamlike journey, suspended in time, above a sky dotted with floating apples.
“Thanks to our multichannel campaign, we are able to attract new consumers to the apple category,” Tauber and Laimer conclude. “In order to achieve this, Cosmic Crisp has positioned itself as a lifestyle product on the fruit and vegetable market thanks to special events, on-trend merchandising, and online and Instagram campaigns: communications aimed at a young urban target.”
Alpine appeal
Meanwhile, Vip’s own new-season marketing campaign is set to focus on the unique climate and skilled production of its home the Val Venosta, which it refers to as an Apple Paradise.
As Laimer explains, new imagery puts the area’s growers and its apples centre stage. “At the heart of the new key visual are our producers, the true protagonists of the Apple Paradise,” he says. “The magical character of the Apple Paradise is further emphasised through depictions of oversized or floating apples, lending the imagery a strong aesthetic symbolism.”
The new design not only reflects the fruit’s quality and uniqueness, but also celebrates the “extraordinary collaboration” Vip enjoys with its member growers. “This synergy is a cornerstone of our success, now more than ever,” Laimer notes. “Our producers, along with the Vip team, are true experts in their respective fields, ensuring the highest quality throughout the supply chain – from meticulous apple cultivation to professional marketing and sales.”
This year’s campaign will continue in-store promotions as well as Vip’s Applepairing concept, which combines an apple tasting experience with regional cuisine.
