Apple-juice brand Copella is teaming up with conservationist Dr David Bellamy and The National Trust to raise awareness of English apples through its Plant & Protect campaign.
The campaign seeks to encourage consumers and workplaces to plant 25,000 apple trees, preferably of traditional English varieties, over the next two years.
Copella is also running in-store tastings with supermarkets to get its product out to a wider audience as well as communicate the Plant & Protect message.
Copella marketing manager Adrian Baty told freshinfo: “This is about really getting consumers to engage with English apples and to get them planting trees…We want to raise awareness of the broad variety of English apples available and get consumers to share in our passion to preserve rare varieties for future generations by signing up to Plant & Protect. With Dr David Bellamy spearheading our campaign and through the support of The National Trust we hope the nation will get really get behind it.”
Copella said in a statement that the project is a “multi-million pound intiative” and its most substantial marketing investment in the brand’s 40-year history. It is hoping to reach an estimated 20 million consumers through high-impact advertising in national press and digital media, which communicates Copella’s heritage and expertise of selecting and blending the finest quality English apples for its juice.
On-pack promotions are encouraging consumers to pledge their support by signing up to Plant & Protect via Copella’s website where they can also purchase an apple tree to plant. Copella will be running a number of apple related promotions in store across through the year.
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