Following the awards at the Culinary Experience 2.0 contest comes the multichannel campaign of the Daughter of the Alps, to herald the upcoming 30th Anniversary of the brand in 2025.
Bolzano, October 1, 2024 – The “Daughter of the Alps” claim has narrated the origins of Marlene®, the theme of the seasons has shown us the nature of orchard work and told us about the fruit’s availability all year round, while the culinary experience focused on the consumer, with an invitation to discover the gourmet world of apples. Now, with the launch of the autumn campaign, Marlene® is ready to add a new chapter dedicated to art and history, which will lead to special events in 2025 to celebrate the 30th Anniversary of the brand.
And consumer engagement is the focus of the autumnal initiatives for Marlene®. On 12 September the 5 winners of the “Marlene® Culinary Experience 2.0” contest enjoyed the privilege of cooking alongside Michelin three star chef and sustainability green star awardee Norbert Niederkofler, who reviewed their recipes during an elegant gala dinner. The contest brought together 432 recipes and over 80,000 participants in instant win mode from 19 countries. In this way, Marlene® promoted the culture of the apple, and has given innumerable consumers the opportunity to enjoy a gourmet experience.
“The story of Marlene® places the consumer at centre stage and invites them to discover the world behind a simple fruit like the apple and the marvels and flavours of our territory,” says Hannes Tauber, Marketing Manager for VOG – Home of apples. “Thanks to its varieties and an assortment which is available all year round, the Daughter of the Alps is the right apple for inspiring an international public ‒ always in a new way.”
With the start of autumn, the Marlene® campaign is returning to TV in many European countries with spots about its origins and seasons, and a trailer that presents the varieties available in early autumn. The social channel campaign, on the other hand, will focus on the culinary journey and the Aroma Wheel. The initiatives are rounded out by print campaigns on all the themes of the marketing project and the Marlene® Bio range, digital campaigns, including on weather apps, and out of home at railway stations and on public transport.
Marlene® is also a byword for wellness and the innumerable ways of living an active life in all seasons. Which is why we have also confirmed our sports sponsorships: from football to hockey, running to cycling, including the Alpine Ski World Cup and the biathlon with Dorothea Wierer and Hannah Auchentaller.
“Once again this year we will be rolling out a multichannel campaign closely linked to the presence of Marlene® in retail outlets,” says Hannes Tauber; “this enables us to stimulate the consumer to discover the distinctive nature of the Daughter of the Alps, and supports our collaborations with our commercial partners to present the category of apples.”
After the autumn, the Marlene® campaign will continue with the celebration of the brand’s 30th Anniversary in 2025. For the occasion, the theme of art will return with even more projects than the 25th Anniversary, to engage an ever increasing number of consumers. The planned activities aim to further strengthen the emotional bond between Marlene® and consumers, making each interaction an opportunity to experience the brand in a unique and authentic way.
