Marlene® the Alps Daughter leads European shoppers through a flavorsome experience that combines age-old techniques with fresh innovations and expert matching methods during spring season store replenishments.
The brand excites European markets through its vibrant promotional events alongside its new marketing strategies while reinventing how people experience apples in today’s cooking practices.
The newly released Marlene® campaign from February combines storytelling aspects with sensory discovery features. Alongside the Aroma Wheel stands as the essential feature of the Marlene® apple brand to guide consumers through their scent-based exploration of different variety aromas together with unique taste experiences and textural sensations that stem from the foundation of year-round product availability and South Tyrolean terroir.
The Taste of Harmony roadshow introduced the March release of the campaign across Italy and Spain by blending store presentation with consumer tasting experiences. An Apple-shaped design halted shopping routine to draw customers towards it by evoking curiosity. The program offered guests the opportunity to try out distinctive pairings between Marlene® apples and various South Tyrol special foods which included artisanal cheeses and cured meats along with spicy ingredients.
An Italian competition granted ten lucky participants the chance to experience South Tyrol alongside world-class chef Norbert Niederkofler who holds three Michelin stars along with the green star. The Spanish edition of the roadshow took place at historic Madrid marketplace Mercado de la Paz and featured daily themes which showcased Marlene® apples with traditional Spanish ingredients.
The campaign goal revolves around establishing meaningful consumer interactions according to Hannes Tauber who serves as Marketing Manager at VOG. Our mission is to create memorable experiences using color and taste alongside discovery elements which turn retail environments into storytelling platforms for our brand community.
Customers could engage with the Aroma Wheelbrochure which showed different apple types alongside recommended eating suggestions. Customers could use the interactive “wheel of inspiration” to discover fresh ideas about apple usage during everyday cooking which strengthened their relationship with the product. The reach amplification for this experience depended on a diverse communication mix containing digital presence alongside print media along with creator partnerships and social media engagement. Radio ads supported the whole campaign.
Wholesalers and greengrocers obtained expertly selected kits including recipe suggestions and ingredients which let them duplicate pairings in their stores and connect more passionately with customers.
The current marketing approach of Marlene® creates premium standards in fresh produce said alongside a storytelling approach that unites nature with genuine human experiences and flavors.