A hidden treasure for 8 million potential customers
Kanzi® apples have been around for a few years in Europe, our job was to take the existing brand and send it far and wide. Kanzi deserved a place in the shopping baskets of UK consumers. With the already established brand identity in Holland, characterised by sensuality and seduction. In the UK, we decided to focus the identity on the seductive taste of the apples.
For any new product entering the market, a varied marketing campaign over multiple platforms is ideal for gaining maximum exposure. We ran an integrated campaign with experiential and digital elements.
Our campaign started with the National Apple Day launch. Two branded black Land Rovers (nicknamed the seductive beasts) toured the streets of the capital, giving Londoners a chance to experience both the charm of the Kanzi promotional team and the great taste of the apples.
We designed and built the ‘Kanzi Boudoir’, which we took to trade and consumer shows. At the Vitality Show in Earl’s Court, as well as sampling the apples, the 42,000 passers by were offered smokey eye makeovers and Kanzi mocktails.
A highlight of the PR generated were two full page Hello! magazine features of the Kanzi recipes. The advertorial equivalent of this would have cost £42,000.
Initial estimates indicate that the campaign has reached at least 8 million people. After a fruitful campaign, Facebook interest in Kanzi has blossomed and the page has over 5,000 likes and growing. All of this helped to secure Kanzi’s position at the front of the new wave of British apple varieties entering an already competitive market.