Kanzi apples will adopt a racy new theme of 'seduction' for the 2012-13 season.
The branded apple variety, marketed by Adrian Scripps in the UK, will kick off their campaign at next week's National Fruit Show with a boudoir-themed stand. This will be followed up with media and PR work, recipes, social media and experiential marketing throughout the season.
Kanzi is also linking up with Heart Research UK to help promote healthy lifestyles, it was revealed this week. A £10,000 donation will be made to the charity, while special retail packaging will highlight the partnership to consumers.
Adrian Scripps MD James Simpson said: 'We are delighted to be working with Heart Research UK as part of our new campaign. The charity funds vital medical research and plays a very important role in educating people about heart health and we are pleased to be able to contribute to this work.'
Barbara Harpham, national director of Heart Research UK, added: 'Heart Research UK and Kanzi apples are a great partnership and, together, we will help people to live healthier, happier, longer lives.
'This year, we celebrate helping hearts for 45 years and the money raised will help us continue our pioneering medical research, Masterclasses for local, young doctors to learn best techniques and treatments for their patients and rehabilitation for children with heart problems, as well as projects that help communities help themselves. Apples are so fresh, tasty and healthy and an ideal way to promote healthy heart eating.'
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