Italian apple association VOG has teamed up with baked goods brand Mulino Bianco in the "Il Tour del Risveglio" that will be visiting about 100 town squares around Italy in the next two years.
The visits aim to highlight the importance of getting the day off to a good start by eating Italian apples.
Visitors to each town targeted by the tour will be greeted by a large impromptu windmill and will be asked to take a quick test to find out what kind of morning person they are. Then they will be offered a customised breakfast.
The apples provided at the event will aim to achieve different emotions, including Marlene-branded product Golden Delicious for a soft start to the day, Fuji for its energy, Stark Delicious for its ‘cheery’ qualities and Granny Smith for a light and airy day.
Hannes Waldmüller, marketing manager of VOG, said: "The partnership with Mulino Bianco is based on the shared values that underpin both our brands, both of which are inspired by tradition, healthy living, wholesome foods and wholesome values. We believe wholeheartedly in the concept enshrined in this series of events, and it will allow us to reach out to Italians up and down the country directly.”
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