For the 2022-2023 campaign, the Jazz apple is in the spotlight. This year, three major operations will follow one another in order to allow consumers to live new experiences thanks to the famous two-tone apple.
“Giving back purchasing power”
The first operation consists of “giving back purchasing power” to consumers in a difficult economic context. “The ‘New harvest’ operation will give consumers the possibility to win useful upcycled products (objects made from materials and products that are no longer being used). We will also share good tips to enable consumers to make these objects at home,” explains Delphine de Baudreuil, product manager Jazz France.
During this operation, some TV spots will be broadcast on French TV channels TF1 and M6. There will also be a radio broadcast on RTL.
“Making people smile”
The second operation, “Longing for next Christmas”, will start in January. “We all know that the period following the Christmas holidays is the most difficult of the year. The holidays are associated with joy, get-togethers and magic, but once the excitement subsides in January, the atmosphere is often bleak and gloomy. This year, we have decided to extend the feeling of joy with the operation ‘Longing for next Christmas!’.” The objective is to give consumers the possibility to think about Christmas 2023 and win a “magical Christmas”, which is a one-week stay for 8 people in an incredible chalet in the mountains. There will also be contests on social networks with smaller prizes to win.
A TV spot will be broadcast to promote this operation. In January, we will also present it on BFM TV and RTL between noon and 2.30pm to reach a maximum number of listeners.
The last major operation of this communication plan, “Offering adventure”, will take place from March 9th to April 9th. Consumers will then be able to live a unique experience. “This year, we are offering consumers a unique possibility: to experience the life of a pirate for 48 hours on Fort Louvois, near the island of Oléron, closed to the public for the occasion. The winner will be able to bring up to 10 people on this adventure. Activities will be organized, including the exploration and navigation of a large sailboat with events and games around the pirate theme. Everything will be organized for the most amazing experience. This third operation will also be promoted through a TV spot broadcast on French TV channels TF1 and M6.
Fidmarques application: another way to introduce our brand to consumers
In addition to these three major highlights of the season, the Jazz Club has innovated and is now present on the consumer loyalty application Fidmarques. This will allow consumers to access discounts, but it will also allow the Jazz Club to obtain interesting consumption data and make its brand even more visible. “The application will enable consumers to obtain several product loyalty cards. Each purchase of Jazz apples earns them some points and for us, it is an additional way to familiarize consumers with our brand.”
Continued commitment with environmental associations
Other environmental actions will be carried out throughout the season. We are a sponsor of the WWF club “Acting for the Planet”, a club of SMEs from very different sectors, which we joined three years ago. There, we expose the problems we encounter and share the actions and ideas we are implementing to address them. On November 22nd, we participated in a biodiversity workshop with the members of the club.
Additionally, the Jazz Club continues its partnership with ONF, the French Forestry Office. “Last year, we built a bat shelter in a state forest and this year, we cleaned the gray dunes on the island of Oléron, which are covered with environmental waste preventing certain protected species from developing. This clean-up took place on November 26th and everyone was welcome!”
Jazz producers meeting with Laurent Ferchaud (regional technician UT Charente-Maritime) in June 2022 on the gray dunes of Oléron, in order to discuss the dune restoration project. Left to right: Olivier Dutertre, Nicolas Carré, Romain Tessier, Laurent Burgevin, Laurent Ferchaud, Eric Timmerman and Yohann Lethoueil.