The days have grown longer and the sun is getting warmer. Nature has awakened and the sap is beginning to flow through the apple trees. These are the unmistakable signs of spring, which in South Tyrol - Südtirol fills the valleys with the scents and colours of flowering. Spring sees the start of the third phase of the Marlene® communication campaign, which this year focuses on the alternation of the four seasons.
“Just as springtime is the season of awakening among the rows of our apple orchards, our marketing activities also blossom with many different initiatives,” explains Hannes Tauber, Marketing Manager at the VOG Consortium. “The Marlene® media campaign will once again include Out Of Home channels, ADV in national and international magazines, a Digital activity with posts and stories on Marlene® profiles and videos on YouTube. Of course, our new TV commercial, which made its debut in autumn at the Venice International Film Festival, will also be on air in its spring version with a special reference to our organic production.”
For two weeks, until 27 March, Marlene® apples on sale at fruit and vegetable counters in Italy, Spain, Malta and Cyprus will also bear the new spring label, created by artists who took part in the competition to celebrate the Daughter of the Alps’ 25th anniversary. Their artworks will once again decorate trams, not only in Milan and Rome, but in many other major European cities: Barcelona and Seville in Spain, Oslo in Norway and Stockholm in Sweden. Finally, in Italy and Spain, the 4-packs of Marlene® apples are customised with peel-off labels featuring lots of useful information and a QR code that allows you to re-watch the TV commercial.
“Spring is a very important time for the farmer members of the VOG Consortium,” continues Hannes Tauber. “The bees start pollinating and preparations are made to protect the delicate buds that will result in Marlene® apples from the dangers of frost by activating frost protection systems or lighting scenic candles in the apple orchards. We have decided to give Marlene®’s social media channels the task of narrating these unique and crucial moments through emotional and engaging images and videos.”
Finally, for Marlene® spring this year also coincides with the market debut of the new RedPop® and Giga® apples, which were officially presented last year. “Last season’s tests gave us important feedback so we are now ready for the first real major marketing campaign,” concludes Hannes Tauber. “These new apples cover the second half of the season thanks to their extraordinary keeping properties and also have distinctive characteristics that position them in the premium segment.”
For more information:
Jessica Sabatini
VOG-Marlene c/o fruitecom srl
Tel: +39 59 7863894
www.fruitecom.it
