The Daughter of the Alps invites consumers to create dishes with her fragrances, flavours and consistencies. The originators of the best recipes will win a culinary experience in South Tyrol - Südtirol and meet Michelin 3-star chef Norbert Niederkofler.
BOLZANO, 13 March 2024 – A new chapter in Marlene®’s culinary journey is beginning. After the autumn campaign with its invitation to discover their territory, as spring approaches the Daughter of the Alps apples are offering consumers the opportunity to explore their tasty potential and their many uses in recipe creation, to win 100 gourmet packages and 5 culinary experiences in South Tyrol (Südtirol) for two people.
Until April 14, the major competition will involve multiple European countries. To win one of the holidays on offer, consumers will need to share an apple-based recipe with Marlene®, including photos, preparation instructions and a short description of the dish. They will find inspiration for inventing the recipe that best showcases the various varieties’ fragrances, flavours and consistencies in the Aroma Wheel and the fascinating combinations suggested by the experts on the website.
Drawing on its partnership with Michelin 3-star and sustainability green star chef Norbert Niederkofler, Marlene® has decided to explore the combinations that highlight apples’ versatility and multi-faceted personalities in fresh, surprising ways. Chef Niederkofler has therefore selected wine, cheese, cured meats and pastry experts to create original, intriguing combinations that fully reveal the characteristics of the different varieties of apple.
“After working with the apple sommeliers, who offer guidance on how to enjoy this fruit in the most profound and satisfying way, we’ve now called in sommeliers and experts in other areas, to come up with fascinating pairings that can inspire our consumers’ imagination and creativity, also in preparation for the competition,” explains VOG Marketing Manager Hannes Tauber. “Lots of new inputs will soon be available on the website (https://www.marlene.it/en/home.html) and elsewhere.”
The competition winners will be chosen by a jury headed by Chef Niederkofler and will receive the prize of a 7-night stay in South Tyrol - Südtirol next autumn. The Chef himself will be their host at an exclusive dinner at the AlpiNN restaurant on 14 September, where they will be able to cook and present their recipes. By just entering their details, consumers will also be able to take part in the draw for 100 trekking backpacks containing South Tyrolean specialities.
“This competition will focus on the culture of apples and add a new chapter to our fresh approach to apple storytelling,” explains VOG Marketing Manager Hannes Tauber. While with the Aroma Wheel we explained that there’s more to apples than just the fruit itself, and with our invitation to our culinary journey we created curiosity about the world of Marlene®, now we’re directly involving consumers and introducing them to our home territory, through cooking and our gourmet packages.”
The VOG Consortium will support the competition by means of an intensive communication campaigning including digital and social media, TV, print adv, out of home and partnerships with influencers and creators. For millions of consumers in Italy, Spain, the Netherlands, Belgium, Sweden, Norway, Malta and Cyprus, it will be a gourmet journey into apple culture.