Bicolored Apples from Europe

project-details

Project details

The 3-year promotional campaign (2014 – 2017) focusing on China and United Arab Emirates. A set of information-and-promotion activities and dedicated to traders, distribution companies and sales networks as well as administration, consumers and media. The campaign is financed with the support of the European Union and the Republic of Poland as well as the Fruit and Vegetables Promotion Fund managed by Agricultural Market Agency.

Client

Association of Polish Fruit and Vegetables Distributors Fruit Union
Polish Growers Association
Agricultural Market Agency (ARR)
Government of the Republic of Poland
European Union

Agency Partner

Legend Group
WE Marketing Group

Live Site

www.apples-europe.com

Challenge

Apples cultivated in Europe are relatively new on both target markets (UAE and China). Creative solutions were adopted to the specific features of the countries. It was desirable to communicate in the local language. In business relations a bilingual version was accepted – in the local language and in English. Communication strategy allowed to work out three creative concepts (Discover, Choose, Enjoy) – different for each year of duration of the campaign.

Solution

The goal of the activities was to start and maintain direct contacts with the managers and traders and to participate in such events as: international fairs and exhibitions, economic missions, conferences and branch meetings. Marketing activities (advertising, PR) were aimed at promoting of European bicolored apples and creation of a positive image on the target markets. The message focused first of all on emphasizing their sweet-and-sour taste and high European quality standards.

Result

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.

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