Envy celebrates full moon festivities with global marketing campaign
With Mid-Autumn festivities fast approaching in key Asian markets, T&G Global has launched an integrated marketing campaign to encourage consumers to celebrate full moon festivities with Envy™ apples. T&G Global’s Head of Marketing, Rebecca Chapman, says Envy™ apples are a natural fit for the gifting occasion.
“Envy™ apples fit perfectly with gifting occasions due to their large size, beautifully balanced sweetness and fresh aroma - elevating what an apple can be. Our latest brand campaign promotes sharing the ultimate apple experience with your loved ones throughout the festive holiday. “We’re collaborating with key opinion leaders and micro influencers in the Asian market to showcase how to celebrate with Envy™ apples. In combination with other social media activations, we’re expecting to reach more than 5.6 million people.” The integrated marketing campaign also includes eye-catching point of sale displays and special premium packaging in key Asian markets including Vietnam, China, Hong Kong, Thailand and Indonesia. “We have produced special edition, premium Envy™ gift boxes to support the mid-autumn festivities. The beautifully presented cases match the premium attributes of our apples and are already hugely popular with festival fans.” After a sell-out season last year, the Envy™ brand continues to be a standout performer.
“Globally, there’s incredible appetite for Envy™. Independent research has forecast that we need at least another 25 million TCEs by 2030 to meet potential consumer demand, especially in China, Vietnam, Thailand and the USA.
The Mid-Autumn Festival is one of the largest celebrations in China, Japan, Vietnam, Malaysia and many other East and South East Asian countries, with millions celebrating the occasion.
