More than 100,000 people across Italy have taken part in the first 30 dates on the Tour del Risveglio, which has seen Marlene apples and Mulino Bianco team up to promote healthy eating.
The tour has seen 67,000 fruits handed out between May and November during the first 30 legs of the road show dedicated to the breakfast time apple, promoted by Mulino Bianco.
From Como on the border with Switzerland down to Siracusa in Sicily, a mobile structure resembling the mill in the Mulino Bianco logo has toured the country welcoming thousands of visitors who, after completing a short, light-hearted test, have been 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 Italian breakfast kit which wouldn’t have been complete without Marlene apples, available in four varieties categorised by wake-up profile.
The four varieties are 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.
Hannes Waldmüller, marketing manager of the VOG Association, said: “We are very satisfied with our participation in the Tour del Risveglio, which 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 friendly figurehead of the VOG Association 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.
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