The campaign is divided into 3 years. Due to the activities planned for the first year program awareness was built, and the target groups were acquainted with the product. We reached opinion leaders, media and administration through B2B and B2G activities, internet advertisements and OOH, PR activities and Social Media.
Activities in the second year strengthened the awareness and knowledge about the European apples. As a result, we managed to present a wide range of European fruit growers: a multitude of varieties, modern methods of their storage and a long term cultivation tradition.
In the third year European apples will be presented to consumers. The messages and promotional materials will be focused on taste and nutritional values. We plan to show that these fruits can be used in multiple ways in the kitchen and their multitude will satisfy the varied tastes of the consumers.