The red-fleshed, red-skinned apple features in a full promotional programme in November and December
The marketing campaign for the red-skinned, red-fleshed Kissabel apple is now in full swing in November. British partner Worldwide Fruit said it is set to close 2024 with “fantastic results driven by the exceptional quality of the harvest and the strategic visibility initiatives that supported sales”.
These include a collaboration with a Food&Lifestyle influencer and the advert on the YouTube Podcast Liam and Millie. Commercial director Hannah McIlfatrick commented: “We are really happy with the success of the Kissabel campaign. We have received excellent feedback, and this has been reflected in our strong sales. In fact, this year we expect to conclude the sales early, in January.
“Kissabel apples bring something unique to the apple market segment and are therefore helping to grow the category and attract new types of consumer”.
In Germany, the campaign once again features the Baking Red Event competition. In-store and online consumers are invited to use Kissabel apples in their culinary creations to highlight the variety’s versatility and intense colour and flavour.
For both the Baking Red Event and the Halloween campaign, German partner Red Apple Germany (Rag) focused closely on point-of-sale marketing activities, both online and offline. “The goal this year is to sell all of the Kissabel apples by Christmas,” said Rag marketing manager Jens Anderson. “The availability of this range of apples is limited to just a few months and we are committed to guaranteeing only the finest quality products.”
The Kissabel campaign in Italy – overseen by the NovaMela Consortium (made up of Melinda, La Trentina, Rivoira, Vip and Vog) focused on the Rouge variety. It will run mainly in November, with a series of activities to drive up product awareness. These include a presence at leading Food & Beverage events, including Interpoma in Bolzano and the Fiera dell’Artigianato in Milan, and tastings for selected consumers.
“Demand is still exceeding supply, so the campaign was of limited duration. Kissabel continue to be particularly popular apples which are sold at attractive prices,” said Andrea Fedrizzi, marketing director of Melinda and spokesperson for Novamela.
Finally, the Swiss campaign – run by partner Inoverde – started at the end of October with promotional activities in the leading stores and in the gourmet channel with a marketing window that ran until the end of December.
“After positive feedback from fruit and vegetable sector professionals received at the trade fair Fruit Attraction, we are really excited about the start of the Kissabel Rouge marketing campaign,” said Emmanuel de Lapparent, manager of the Kissabel programme.
