Mr Apple's China road shows attract followers, build brand

Mr Apple recently conducted a series of road shows in Shenzhen and Guangzhou with retail partner and leading retailer CR Vanguard. Considered a success by both Mr Apple and CR Vanguard alike, the road shows highlighted the importance of face-to-face sampling and consumer interaction as part of building a successful fruit brand in China.

Held over two days in each city, shoppers were invited to taste Mr Apple apples and ‘be transported to New Zealand with just one bite.’ The road show also presented an opportunity to showcase a new, ‘Mr Apple’ mascot to engage with consumers, particularly children.

Says Retail Sales Manager Ben McLeod, “With more of our fruit going direct to retail partners in China, a road show has so many benefits. It significantly increases Mr Apple sales, which a retail partner like CR Vangaurd appreciates. Secondly, it enables shoppers to taste Mr Apple and try the famous Mr Apple crispness for themselves. This helps us both build the brand and drive repeat sales in store.”

Mr Apple’s road shows mark the culmination of a very active marketing year in China.

Lisa Cork, Special Projects Manager for Mr Apple notes, “In 2018, Mr Apple launched a comprehensive China social and digital strategy with the goal of building the Mr Apple brand. We used both WeChat and Weibo to showcase Mr Apple and the flavour benefits of New Zealand apples. We learned a lot in the last eight months and we are continuously putting new ideas to the test to improve our China consumer engagement. The road shows were one idea that really delivered. Not only did the shows drive Mr Apple sales, they significantly increased our WeChat followers too.”

Mr Apple has been exporting apples to China for over 15 years. Says McLeod, “For Mr Apple, China is an important market and the place to be as there are so many new channels and sales opportunities. We have great retail direct partners and by proactively promoting the Mr Apple brand, we are working together to achieve success.”

Mr Apple is one of New Zealand’s largest, vertically integrated grower, packer, shipper and exporter of apples. Mr Apple exports nearly five million cartons to over fifty countries around the world and one in every four apples exported from New Zealand bears the Mr Apple brand.

Mr Apple will be at Asia Fruit Logisitca Hall 5 K37

For more information:
Lisa Cork
+64 274 772 842
Lisa@freshproducemarketing.com