Kanzi Big Switch

Consumer PR / Retail PR / Experiential / Shopper Marketing / Influencer Marketing

The task

Kanzi® Apples are grown around the world and are a natural cross between the Gala and Braeburn varieties. Consumer awareness and distribution of Kanzi® in the UK is fairly limited compared to other European markets. GKE NV, the variety manager of Kanzi®, tasked jellybean with helping them get closer to the UK shopper, converting more of them to try and buy Kanzi® and in doing so prove to buyers in the trade that Kanzi® is an apple brand they should support and stock more widely.

The solution

Through research jellybean identified that most UK shoppers buy the same variety of apple they grew up with and rarely try new apples. With this insight, we created an integrated campaing: The Kanzi® Big Switch, that would leverage the brand’s global marketing positioning: “The power of great taste – seduce life” and drive UK shoppers to experience the power of great taste for themselves and literally make the switch to Kanzi®.

The high impact, multi-touch point, integrated campaign included: consumer PR, PR stunt, video content, recipe development, experiential sampling, social media amplification, shopper marketing, influencer marketing and much more!

The results
  • Our Big Switch launch video received more than 100,000 views
  • More than 45,000 shoppers experienced the power of great taste across 7 live events
  • An incredible 7 out of every 10 shoppers who sampled Kanzi® switched from their current apple variety to Kanzi®
  • Demand for Kanzi® was so high that stores sold out during the activity
  • Our PR, social media and influencer marketing activity achieved a reach of over 3 million
“Through this exciting Kanzi® Big Switch campaign with jellybean we set out to introduce thousands of new consumers to the power of great taste. We are absolutely delighted that the overwhelming majority of shoppers who sampled our apples went on to press the Big Switch and told us they prefer the well-balanced sweet and sour flavour of Kanzi® to their usual apple variety. These results and the increased awareness we have generated send a very clear message to any retailers that aren’t already listing Kanzi® to stock up and get a big bite of sales.”
Variety Manager Kanzi® Worldwide

Jellybean Creative Solutions

jellybean is an award-winning independent food and drink integrated marketing agency, specialising in foodservice, convenience retail, trade FMCG and consumer. Offering a one-stop-shop, from consultancy to activation across design, marketing, PR, social and digital communications.

Contact Details…
  • Jellybean Creative Solutions,
    15-17 The Crescent,
    Leatherhead,
    Surrey
    KT22 8DY
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