On 1 March, Marlene® launched its new spring campaign, centred on a concept designed to highlight one of the brand’s most distinctive traits: its creative spirit. The campaign unfolds through activities that establish a direct connection with consumers while providing retail outlets with inspiration and practical tools to spark interest and support the entire category. “I am the fruit of your creativity” is the message guiding initiatives across stores, digital platforms, media channels and out-of-home advertising, unleashing the full creative potential inspired by the Daughter of the Alps across key consumer touchpoints.
The campaign aligns seamlessly with the initiative launched last autumn through the creative contest marking the brand’s 30th anniversary, which attracted thousands of participants from around the world. Participants were invited to interpret the apple through four forms of expression: art, cooking, music and literature.
The contest entries take centre stage
This journey now continues, with the creativity generated by the contest coming to life through a range of initiatives aimed directly at the public, already receiving a strong response from both customers and consumers. In fact, art has made its way into the retail environment: the winning illustration and other selected works feature on apple labels and selected packaging formats, such as the 4-pack, transforming each product into a small exhibition space and offering artists the opportunity to showcase their work across thousands of points of sale.
Literary texts, meanwhile, will be brought to life by creators through social media activations, while the award-winning song has been incorporated into Marlene®’s radio advertising, supporting the brand’s communication strategy in the coming months.
In the Cooking category, the winning entry and other selected recipes will be reinterpreted through a fine-dining lens by Norbert Niederkofler, a chef awarded three Michelin Stars and a Green Star for Sustainability.
Following the success of the previous contest held for the 25th anniversary, this new edition once again confirms that Marlene® is a source of inspiration capable of sparking creativity and accompanying people in their daily lives in many different ways and languages: from art, in its various forms, to cooking, as well as memories and life stories.
From the in-store roadshow to out-of-home advertising: the rest of the campaign activities
But that is not all: in the coming months, the campaign will be supported by a broad multichannel communication plan designed to bring Marlene®’s creativity into consumers’ everyday lives and make the brand even more recognisable, close and appealing. Key activities include in-store initiatives with a roadshow across various retail locations, featuring installations, informational totems and dedicated promoters engaging consumers and distributing giveaways.
The campaign will also be featured across social media, supported by an out-of-home presence with tram branding, as well as a media plan including television and radio advertising, strengthening brand visibility during the spring season.
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“With this new campaign, we want to show that Marlene® not only conveys the taste of its varieties, but also expresses a whole universe of values based on origin, passion and people,” said Hannes Tauber, Marketing Manager of the VOG Consortium. “That is why we want to highlight the many inspirations that the Marlene® world has been able to generate. One example is the new packaging and labels featuring the submitted artworks, a tangible way to engage consumers at the point of purchase, which is being very well received.”
With “I am the fruit of your creativity”, Marlene® renews its storytelling and reinforces a positioning that has always defined the brand: establishing a direct dialogue with consumers. By presenting itself in the first person, it invites people to see the apple not just as a fruit, but as a source of inspiration capable of bringing together territory, people and creativity in a single shared story.
