“Candine, the apple with a capital C” is the slogan of Blue Whale’s new communication campaign, which targets consumers under the age of 40.
This cross between the Fuji and Ariane varieties was unveiled at the 2018 edition of Fruit Attraction. Five years later, the Candine has developed nicely. “There has been very nice growth in the orchards,” explains Christelle Bertin. The figures speak for themselves, with volumes reaching 6,300 tons this year (compared to 1,600 tons in 2021). “Faced with these volumes, the markets are extremely dynamic and the demand is good. The Candine apple has the potential to continue its breakthrough at the international level, thanks to two key factors. First, it has a long shelf-life, so it can travel far while retaining its freshness. Additionally, its taste qualities immediately appeal to a wide range of consumers, as demonstrated by its success in Asia, with volumes that could at least double from 2022.”
A campaign for international visibility
While the current decline in apple consumption is a major issue for the sector, Blue Whale continues to invest in category management to develop the apple department, as well as in certain high-potential varieties, such as the Candine.
With this new campaign, the company wants to target a younger audience of apple consumers. “The reality is that many consumers have been disappointed in recent years by the inconsistent quality of apples, and have turned away from the product. The Candine can reconcile consumers with apples, because it has the capacity to not disappoint. As a sweet, crisp and juicy apple, the Candine finally does what consumers expect from an apple. The Candine, “the apple with a capital C,” fulfills the promise of maximum gustatory pleasure.
A cross-functional campaign, launched in France, Asia and Latin America, in three languages.
“Innovating in category management and in qualitative varieties”
“Innovation means understanding consumer behavior.” For example, Blue Whale's work on taste-based segmentation in France is helping to bring some growth back in the stores. “The department also needs products that offer excellent taste quality. The Candine could therefore bring back the consumers that have been disappointed with the quality of apples,” explains Christelle Bertin. “Innovating and clarifying what each variety brings to the shelf is key to our future success.”
For more information:
Blue Whale
1205 Avenue de Falguières
82004 Montauban
Phone: +33 (0)5 63 21 56 56
blue-whale.com/fr
[email protected]
