New products, new strategy for FruitMasters
FruitMasters (officially Coöperatie Koninklijke FruitMasters U.A.) is the largest Dutch fruit cooperative.
Industry: Food and Beverage Manufacturing
Company Size: 500 employees
Location: The Netherlands
Topic: Brand awareness
FruitMasters has grown over the years into a major international player. They are a marketing organization to which a lot of fruit growers are affiliated and whose headquarters are located in Geldermalsen.
The Dutch company includes washing and sorting facilities, cold stores and (small) packaging and labeling facilities. Since they also develop new fruit varieties, they were looking for a strategy to boost the visibility and brand awareness of one of their newest fruits; Morgana® Apples.
Refreshing and uplifting
FruitMasters delivers Dutch quality fruit directly from the source combined with its versatile packaging and constant pursuit of innovation, they want to create a fruit experience for carefree enjoyment. To properly market their new piece of fruit; the Morgana® apple, FruitMasters devised a campaign that had to be refreshing and uplifting just as the apple.
The description of the apple reads as follows: The Morgana® is refreshing with its balanced mildly sweet taste, invigorating juiciness and tropical aroma. A bite of this apple will give you renewed energy and keep you balanced throughout the day.
“The Morgana® apple was recently added to our portfolio. Because we wanted to boost its visibility we engaged you to create branded wellness items that fitted within our campaign since it is the ideal apple for a tasty and healthy snack.”
Online and offline Marketing
The objective of the campaign is to create online and offline brand awareness and ideally also generate leads. A determining factor for the effectiveness of corporate gifting, of course, is the item that’s being given. FruitMasters wanted the items to stay in line with the wellness theme of the campaign. So we designed and produced a branded bag, a hammam towel and a matching bathrobe.
If the customer bought the Morgana® apples at the store, they had a chance of winning the branded items. By scanning the QR-code, they could see if they had taken the lucky apples and won. “The campaign has been displayed for about 10 weeks. Next to the box with Morgana® apparel, you could also win a weekend away where the wellness items may come in handy.”
Supercharging the sales funnel
The objectives of the campaign, being more visible and building brand awareness, were met with flying colors. “Previously we collaborated with Sunday for one of our new fruits. Back then we ordered caps, shorts, T-shirts and tote bags. Since we are totally convinced of the multiple benefits branded items offer, we will do more projects in the future. The many positive reactions from our customers and stakeholders only serve to confirm this, which is why we have broadened our audience.”
Although the branded items were initially only for consumers who bought the apples in stores, they also sent the packages to their headquarters to continue their retail relationship. In addition, they also gave the items to the 15 Morgana cultivators in the Netherlands to boost their relationship as well. In addition, several influencers received the box with branded items and apples to further increase online visibility.