A dynamic demand during the summer quickly emptied the stocks of KANZI® apples from Southern Hemisphere origins. European KANZI grower cooperatives are ready again to fuel the market with their new harvest of the branded apples.
The KANZI growing regions were barely affected by the harsh weather conditions that some parts of Europe were confronted with over the past few months. As a consequence the quality and taste of the new KANZI European harvest will meet the high expectations of customers and consumers.
The energy of the new KANZI harvest
Building on the brand’s tagline ‘The Power of Great Taste’, KANZI will return to the markets with a new communication theme: “See what you can do with the energy of one KANZI apple”. The concept is based on the idea that KANZI apples are natural collectors of solar energy and the newly harvested apples are fully charged with energy of the summer sun.
Valorizing the apple category
The new KANZI campaign aims to create added value for the apple category that is often wrongfully regarded as a generic category, mainly consisting of commodities. KANZI valorizes the product by underlining that their brand of apples are a natural source of energy and a smart alternative to artificial and processed snacks. With their tasteful mix of sweet, tanginess, juice and crunchy bite, KANZI apples are instantly refreshing and give you an energetic feeling. Just the right kick to get you going.
2023-2024 European campaign
A KANZI promotional team will bring the energy of the new harvest to selected cities in Germany, Italy and the Netherlands. Influencer marketing and an energizing social media campaign in all key European countries will further support the start of the European season and create engagement and interaction with apple consumers. The new 2023-2024 pan-European KANZI campaign is coordinated by EFC, who owns the exclusive global license rights of the brand.
In addition, country-specific marketing campaigns will further build brand awareness in the most European countries. The marketing teams of the European KANZI grower cooperatives have included radio, TV, event sponsoring, PR, online and retail communications in their marketing mix, to create in each market a truly 360-degree campaign with local relevance.
With this proven successful mix of a pan-European campaign and country-specific targeted marketing activities, KANZI will further establish itself as the world's second largest apple brand. Their European marketing campaign kicks off in the first week of October.