French apple brand Le Crunch generated strong coverage via its 2008-09 UK in-store campaign and national schools programme.
The campaign hit core UK promotion targets, with early in-store figures suggesting that sales of Le Crunch apples were up 30 per cent in volume on average during the promotional period, which covered five retailers and six wholesale markets.
Le Crunch apples were involved in 16 full weeks of promotional presence across the retailers, including on-pack promotions and 600 days of sampling.
The well-established Le Crunch health education programme also reached thousands of primary pupils and their parents and offered a prize of £3,000 for playground equipment and healthy eating initiatives.
In an independent survey of member schools, 90 per cent of respondents believed that Le Crunch Crew characters had encouraged pupils to eat more apples. Almost 70 per cent of schools said more fruit had been made available to pupils as a result of using the Le Crunch materials, through initiatives such as fruit tuck shops and healthy breakfast clubs.
Jacques Vanoye, president of the French Apples Marketing Commission, said: “The Le Crunch promotional programme supports sales by engaging parents, children and communities in healthy eating at the same time as echoing consumer trends towards quality and convenience.“
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