"El Paraíso de las Manzanas" ("The Apple Paradise") is again reaching Spain's main markets and the digital environment with a new marketing campaign in this second phase of the season for VIP, the Association of Cooperatives of Fruits and Vegetables of Val Venosta.
“Our intention is to reach the consumer with an innovative and friendly language. Apples Val Venosta conveys its key messages in a friendly and, at the same time, informative way, seeking to make people smile. In the same way, the agricultural producers of the Venosta Valley, who are also hoteliers, aim to ensure the happiness of the thousands of bees that populate their fields,” said Benjamin Laimer, VIP Marketing Director.
While last season VIP presented its value proposition, this year it is taking another step forward by carrying out more open communication in the digital environment through brand ambassadors and influencers in the foodie and healthy universe, who will help generate engagement with the brand and improve the reputation of its flagship product: the Golden Delicious apple. To this end, it will collaborate with the likes of Petit_fit or nurycalvo, among others. The digital media plan will also include showing a "The Apple Paradise" audiovisual piece on social media and the brand's digital and display channels.
The colors of Val Venosta will be visible in the main markets and Spanish cities
Val Venosta's commitment to the environment and to the creatures that live in it is illustrated daily by the more than 1,700 farming families that make up the heart of VIP. “The Apple Paradise” is a unique world in the middle of nature, and the colors of the Venosta Valley will tint the streets of Barcelona, Madrid, Valencia, Granada, Seville and Malaga through a fleet of buses.
VIP also wants to bring this paradise closer to six of the main Spanish markets to support the thousands of professionals who visit them every day, providing information on the origin of their product and paying special attention to sustainability and a first class service. There will be a participatory dynamic that will serve to communicate the values on which the production and marketing of Val Venosta apples is based. A fun game making it possible to obtain immediate and useful rewards for your daily business.
First collection of sustainable clothing for fruit store owners made from recycled apple peel
The commitment to sustainability will also mark the initiatives carried out for Fruit Store Day, supported by digital and PR with an original unconventional marketing initiative. Val Venosta will be the first apple brand that will promote a special clothing line for fruit store owners made from a fabric produced with apple skin waste.
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