NEW ZEALAND - It was not long ago that we announced T&G Global had rolled out an eye-catching new look for its JAZZ™ apple brand as a key component its long-term strategy to drive success for the variety. Now, the supplier is taking the next step in this ambitious plan, as it revealed it has launched its first global marketing campaign to showcase why the beloved brand is a perfect choice for on-the-go snacking.
“The campaign is key to driving brand awareness and in establishing JAZZ as the ideal snack on the go,” said Rebecca Chapman, Head of Marketing. “Thanks to their perfect snack-size, tangy-sweet balanced flavors, juicy crunch, and source of nutrients, JAZZ is the ideal always refreshing snack. It is always time for JAZZ.”
The new campaign has been launched in several key markets, including the United States, Germany, Belgium, Netherlands, United Arab Emirates, Thailand, Vietnam, and New Zealand, with more still to come, according to a press release. The campaign features a consistent global look, with language translations incorporated to help the brand connect with local consumers.
The global campaign also includes a catchy new motto, “Is it JAZZ time yet?” to position the apple as a go-to snacking option in a spontaneous and conversational way. The fully integrated campaign includes point of sale, packaging, promotions, out-of-home, print, digital, and social media channels to help boost brand visibility.
JAZZ apples were first grown in New Zealand 25 years ago, and have grown into a consumer favorite for many. Now, the mouthwatering variety is grown under licence in 10 countries and exported to more than 45 countries, and are available year-round in multiple key reigions.
Last year, T&G global eclipsed 5 million cartons—roughly 106 tons—of JAZZ apple sales internationally. With the new campaign in full effect, the grower is ramping up its expectations for another successful season.
What other new strategies will the purveyor implement as it looks to continue to grow the presence of this well-known brand? Keep reading ANUK to find out.
