Over 100,000 people across Italy have taken part in the first 30 dates on the Tour del Risveglio (Wake-up Tour), a campaign from May to November aiming to boost sales of Marlene-branded apples.
The campaign, which has been run in partnership with the famous Italian brand Mulino Bianco, was designed to promote the value and importance of a healthy, balanced start to the day.
As a result, more than 67,000 individual apples were handed out during the seven-month initiative, making it one of the largest in the country's history.
From Como on the border with Switzerland down to Siracusa in Sicily, a mobile structure resembling the Mulino Bianco mill logo toured the country welcoming thousands of visitors who, after completing a short, light-hearted test, were able to find out what type of wake-up profile they have and sample a custom-made breakfast.
Mulino Bianco biscuits and brioches, along with other products offered by the partners of this promotional initiative, were included in the inviting Italian breakfast kit, complemented by the fresh and juicy flavour of Marlene apples.
Available in four varieties, the apples were categorised by wake-up profile: Golden Delicious for a gentle awakening, Fuji for an energetic start, Stark Delicious to begin the day in an upbeat mood and Granny Smith for a laid back wake-up.
“We are very satisfied with our participation in the Tour del Risveglio,” commented Hannes Waldmüller, marketing manager at leading apple association VOG. “It has enabled us to directly and effectively engage Italian consumers who, in addition to tasting our fruits, have also been able to get acquainted with the Marlene apple tree.'
The tree, VOG's friendly brand figurehead which features all current Marlene advertising, played a prominent part in each event, entertaining the youngest visitors with fun and games while handing out fruits harvested by the association’s members.
