Kanzi® apples have a perfectly balanced taste. They aresweet andsourat the same time,andthey have a perfectly crisp texture, which makes them the perfect choice for preparing delicious meals. The apples contribute to an amazing taste, as well as they provide the dish with the energythatyou need.
We have created an influencer campaign whose primary goal is to position the brand in Danish supermarkets. The campaign is based on recipes, which contain Kanzi® apples. We have integrated the influencers directly. The aim is to show their sincere excitementtowards the crispy apples, and in that way create trustworthy communication.
DIY COOKBOOK FOR APPLE LOVERS
We have developed, designed, and produced a series of unique cookbooks. The books are designed in a way that makes it possible for you to make your own personal Kanzi® cookbook. As a user you must compile five codes. The codes are hidden inside the Kanzi-apple trays. They make it possible for you to design and print a personal cookbook, filled with juicy and delicious recipes.
The cookbook campaign is a creative mix of posts, contests, and recipes provided by Kanzi®’s own social media/digital canals. It is developed in collaboration with both macro and micro-influencers. The influencers have been able to attract attention to the cookbook concept by using their Instagram platforms, they have also been given the task to create their own apple recipes. You can find the recipes and create your own personal cookbook at www.kanzikogebog.dk.
DESIGN YOUR OWN COOKBOOK
“We see that retailers preferthosebrands thatare able to activate theircustomers, and in that way give them an extra experience. Therefore, The cookbook concept adds extra value to our apples. It attracts customersand booststhestore’s sale of apples.”
Helen Schoots Brandmanager at FruitMasters
We have been able to attractattentionto Kanzi® apples by using 18 influencers. The active use of influencers as a part of thepromotional campaign has increased the demand for Kanzi®’s sour-tasting apples significantly.
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