KIKU builds on youth-oriented brand

While some may criticize gearing marketing efforts for an apple mainly toward young adults because that segment doesn't consume the most fresh fruit, noted Jugen Braun, CEO of KIKU, the idea is to increase consumption of apples among that segment. To that end, KIKU has partnered with a roster of athletes to promote their apples among the youth. Athletes like Angelika Rainer who won ice climbing world cup 2015 two weeks ago and Karin Oberhofer who won bronze during last weekend’s biathlon world championships.

Karin Oberhofer

“Our motto has been 'KIKU and sport fit together,' and we approached several young athletes to associate them – young, fresh and clean – with our fresh and clean apples,” explained Braun. “We asked them to post clips and photos to social media featuring our apples and attend events sponsored by us.” The lineup of athletes runs the gamut from slackline champions to biathletes, but the important thing is that the brand ambassadors make for a good story and connect more young people with KIKU apples.

“It's about storytelling,” said Braun. “Angelika Rainer is world-class ice climber with European and World Cup championships, and though the success of our athletes is important, it's not essential. Angelika has an agricultural degree and has a human side that works very well as a brand ambassador.” Now in her sixth year of working with KIKU, Rainer credits the relationship with helping her focus on her sport, and she appreciates the welcoming environment fostered by everyone at KIKU.

“I studied agricultural economics, and I still work in this sector, so I find the collaboration very interesting from a technical point of view. Additionally, KIKU is a brand that's from my home in South Tyrol, so there are connections to my home I appreciate,” said Rainer. “I also became friends with all of the Braun family, and I appreciate the human relationship in addition to the professional one.” That family feeling is something Braun wants to extend to their target demographic, and that approach has paid dividends. Awareness of the brand has increased, and the apples are now featured in a variety of processed products. But one of the results that Braun has liked the most is the way their customers feel about KIKU apples.

Angelika Rainer winner of Ice Climbing World Cup

“If someone leaves a negative comment on our Facebook page, immediately another consumer pops up to defend our apples,” said Braun. “If you, as an owner, no longer need to defend your product because your consumers now do that, then you are at a good point.”

For more information:

Jürgen Braun
KIKU
Tel: +39 0471 660 640
Fax: +39 0471 660 190
Email: info@kiku-apple.com