Le Crunch is gearing up to launch a new marketing campaign for French apples in September 2007, set to build on last year’s promotion, which reached over seven million consumers and achieved a 40 per cent uplift in sales.
Retailers will benefit from a full promotional campaign running between September and April, with Tesco, Sainsbury’s Asda, Morrisons, The Co-op and Somerfield running a host of activities. In-store tastings and games for children are on the cards, along with gift offers with purchase and free prize draws.
The Le Crunch message will be reinforced by activities in retailer magazines, with purchase-linked offers and prize draws.
Le Crunch is also launching a series of industry newsletters to keep suppliers, buyers and importers in closer contact with French growers. Content will include the latest crop news, developments and trends plus profiles on French producers.
“The UK is our biggest export market, and we’ve continued to invest in this through our Le Crunch campaign by targeting parents and their children through in-school activities, whilst driving sales through the multiples with tailored promotions and in-store events,” said Jacques Vanoye, president of the French Apples Marketing Commission.
Activities for the Le Crunch Crew Play Time Club, which has been running since 2004 and has 5,000 members, are being stepped up for the coming season with a recruitment drive to attract new members. Newsletters will be sent out to member schools, providing them with health and nutritional information as well as activities and lesson plans, centred around the theme of ‘fun in the playground’.
A new Le Crunch Crew competition will also be launched, asking children to invent a game for playtime.
“Apples dominate fruit sales in the UK, and by continuing to invest in our Le Crunch activities we want to ensure that they continue to be the number one fruit of choice for children,” added Vanoye.
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