Modi®, a flagship apple brand of the Freshmax group launched the 2019 marketing campaign with a new tagline: Every bite a masterpiece™. The new tagline has been developed with extensive research and thoughtful consideration of the Italian roots of Modi® Apple as well as its future growth potential. Modi® Apple received great attention last year with its national brand awareness campaign that involved a highly integrated approach, coupled with strong path-to-purchase activities. This year’s campaign will focus on communicating the essence of Modi® Apple, creating an emotional connection to the brand and highlight its versatility - thereby making it a “masterpiece” for every consumer.
“We are thrilled with the outstanding response we have received, but what’s most encouraging is the early adoption from consumers through our social media and retail channels since the nationwide launch. This has motivated us to delve deeper into our brand positioning and establish a unique and eloquent representation of the brand’s personality,” says Sona Padman, Campaign Manager at Freshmax Australia.
“The Every bite a masterpiece™ tagline marks the culmination of almost two years of campaigning efforts. It not only encapsulates the history and attributes of Modi® Apple but also connects with the audience and inspires them to “create masterpieces in their everyday life.” The new tagline will be launched across outdoor, print, social media and digital channels throughout this year’s season with the assets generated from the promotional shoot prior to harvest. Additional marketing elements including competitions, will also debut in this year’s campaign all aligning to the new tagline,” says Padman.
“This is an exciting transition for us and marks a logical strategic pivot for the brand that ensures a sustainable brand future for Modi® Apples in the Australian Apple Category,” says Matthew Crouch, GM Branding and Communications - Freshmax Group.
“At Freshmax, we are constantly assessing and evaluating the foundations of every brand we represent. By subtly repositioning Modi® Apple with a new tagline, the organisation will be strongly aligned to tap into new potential and unearth new opportunities for brand collaboration. Every bite a masterpiece™ not only embodies the perseverance and tenacity of our growers to create this masterpiece but also focuses on its creative spirit, which differentiates this brand from its competitors,” adds Crouch.
Modi® Apples are available at all Coles stores nationally from 13/03/2019.
For more information:
Sona Padman
FreshMax
Tel: +61476 838 651
spadman@freshmax.com.au