A BRAND DEVELOPMENT JOURNEY: FROM TRADE TO CONSUMER FOCUSSED OR HOW TO INCREASE RETAIL DIRECT SALES IN CHINA AND ASIA.
Mr Apple is New Zealands largest apple exporter. Responsible for exporting 25% of the New Zealand crop to 60 markets around the world, it’s a well known trade brand. However, changing market conditions in Asia showed retail direct business was on the rise. In order to optimise sales and drive brand awareness with consumers, Mr Apple needed to rethink its branding, brand story and packaging.
Mr Apple contracted Lisa Cork of Fresh Produce Marketing to help with their brand development journey. As a trade brand, their brand strategy had been to fly below the radar and “let the fruit do the talking”. Exceptional fruit quality and consistency enabled the brand to build a fantastic trade reputation…but the Mr Apple quality story had never been told.
Working with the sales team over the last few years, and starting with the trade story of “Every apple…our best apple” Lisa has worked to evolve the positioning according to Mr Apple’s growing and changing needs.
A more consumer-centric branding has developed as Mr Apple’s retail direct sales to China and the rest of Asia have increased. This led to the creation and implementation of the Mr Apple consumer tagline, “Every bite…pure delight”, plus consumer-centric videos, POS and packaging.
Seeing an opportunity to segment the brand and create niche, high value opportunties, Lisa has created several new brands for Mr Apple’s consumer-centric push, including Little Darlings and SmartKidz. All this is done closely with Mr Apple’s retail and online partners in China, developing bi-lingual POS and video content.
Lisa has been a key catalyst for Mr Apple’s brand development. Her work has supported the sales team on their journey from a trade to a consumer-focussed brand.