For when life gives you thirst, there’s always an apple first.
Background
Tessa, KANZI, Bloss, and Morgana. All homegrown apples, yet not universally recognized. It’s our mission to showcase these varieties from our own orchards. How do we make these apples irresistible, without giving the impression that we’re simply offering a standard fruit basket? It’s time for a campaign that not only tantalizes the taste buds but also leaves a lasting impression.
Approach
To encourage consumers to explore beyond their usual apple choices, we’ve crafted a concept that highlights the diverse flavors of Dutch apple varieties. From crisp and tangy to fruity and sweet—each apple offers a unique tasting experience. To facilitate this, we launched appelsmaaktest.nl, an interactive platform where consumers can discover which apple suits them best. All of this is under the umbrella of our overarching campaign motto: “You’ve got apples, and then you’ve got apples.” The foundation for the test and flavor segmentation was established through extensive sensory and consumer research conducted by Essensor and Wageningen University & Research on behalf of FruitMasters.
Result
We took charge of the overarching creative concept, media strategy, and full production from start to finish. This culminated in a 360° activation campaign that engaged all the senses and actively involved consumers in discovering their favorite apple. As we say, the campaign is still underway. Once the results are in, we will, of course, share them promptly!
