Italian, German, British and Swiss partners have completed their harvest of the apples with red flesh and skin. Lots of marketing and promotional activities in the pipeline for November and December.
ANGERS, 15 November 2024 – The marketing campaign for Kissabel®, the innovative range of apples with coloured flesh – from pink to intense red – is getting into full swing. In fact, the Italian, German, British and Swiss partners of the IFORED programme have completed their harvests and are ready to involve apple enthusiasts in their activities, which will now centre around the delicious and hotly-awaited Kissabel® Rouge variety, with its distinctive red pulp and skin.
United Kingdom: excellent harvest quality and strong sales
British partner Worldwide Fruit is set to close the 2024 campaign on a high note. Though its activities won’t conclude until early December, it can already celebrate its fantastic results driven by the exceptional quality of the harvest and the strategic visibility initiatives that supported sales, such as the collaboration with a highly followed Food&Lifestyle influencer and the advert on the popular YouTube Podcast “Liam and Millie”. “We are really happy with the success of the Kissabel® campaign. We have received excellent feedback, and this has been reflected in our strong sales. In fact, this year we expect to conclude the sales early, in January” – commented Hannah McIlfatrick, Commercial Director of Worldwide Fruit.
The aim of the campaign is to make consumers aware of the availability of Kissabel® at key times of the year using a broad range of channels and meeting the target consumers’ desire to try new, innovative and healthy products, establishing Kissabel® as a bold and exciting fruit. “Kissabel® apples bring something unique to the apple market segment and are therefore helping to grow the category and attract new types of consumer. This is really exciting!” – concluded McIlfatrick.
Germany, the goal is to engage consumers
The highly popular “Baking Red Event” competition makes its return in Germany and will involve consumers in stores and online, inviting them to use Kissabel® apples in their culinary creations, upload photos on the dedicated website, and so highlight the versatility of these fruits as well as their intense colour and inimitable flavour. For the “Baking Red Event”, as well as for the Halloween campaign, German partner RAG – Red Apple Germany – focused closely on point-of-sale marketing activities, both online and offline, which, in addition to the good quality of the harvest, are helping to boost sales. “The goal this year is to sell all of the Kissabel® apples by Christmas,” explained Jens Anderson, Marketing Manager of RAG. “The availability of this range of apples is limited to just a few months and we are committed to guaranteeing only the finest quality products.”
Demand for Kissabel® Rouge remains strong in Italy
The Kissabel® campaign in Italy – overseen by the NovaMela Consortium (Melinda, La Trentina, Rivoira, VIP and VOG) and focused on the Rouge variety – is mainly be carried out in the month of November, with a series of activities planned to drive up product awareness. These include the presence at the leading sector and Food & Beverage events (next up are Interpoma in Bolzano and the Fiera dell’Artigianato in Milan), where industry professionals and enthusiasts will have the opportunity to taste and get acquainted with the excellent apples in the range. There will also be exclusive tasting initiatives aimed at selected consumers. “Demand is still exceeding supply, so the campaign will be of limited duration. Kissabel® continue to be particularly popular apples which are sold at attractive prices” commented Andrea Fedrizzi, Marketing Director of Melinda, spokesperson for Novamela.
Switzerland, focus on gourmet channel and leading stores
The Swiss campaign – run by partner Inoverde and also focused on the variety with red flesh and red skin – started at the end of October with promotional activities in the leading stores and in the gourmet channel with a marketing window that will extend until the end of December.
“After positive feedback from fruit and vegetable sector professionals received at the trade fair Fruit Attraction, we are really excited about the start of the Kissabel® Rouge marketing campaign” remarked Emmanuel de Lapparent, manager of the Kissabel programme. “Thanks to the efforts and the numerous activities of our partners, we are increasingly committed to establishing Kissabel® as a highly innovative and unique range of apples, that is able to wow consumers for its inimitable appearance and excellent flavour.”
