Kanzi Apples dominates the premium apple category.

What we did

Creative Data Media

The core issue.

Amid rising costs of living and heightened competition in the premium fruit category, Kanzi Apples needed to maintain their strong prompted brand awareness and reach key grocery buyers across Australia. The challenge lay in securing their spot on shopping lists while navigating a reliance on distributors and trade marketing agreements.

A seasonal approach.

Our approach centred on using high-reach media channels strategically placed throughout the Kanzi Apple season, particularly around its launch. This targeted effort ensured that the brand stayed top-of-mind with consumers, driving awareness and fostering long-term loyalty. By leveraging both seasonal and ongoing campaigns, Kanzi solidified its position as a leader in a category featuring over ten competing brands.

Results ripe for the picking!

In a competitive market, premium brands like Kanzi must maintain visibility to stay relevant. Kanzi’s campaign strategically aligned with peak consumer decision-making moments—the start of apple season—while reinforcing its core messaging of quality and taste. By combining strategic ad placements with consistent branding, the campaign sustained and grew prompted brand awareness for four consecutive years, achieved consistent year-on-year sales increases, and established Kanzi as a leader in its category, outperforming over ten competing apple brands.

Over the past six months, I have had the privilege of collaborating with Claxon on a rebranding project. Although we encountered some initial challenges, the team swiftly regrouped, demonstrating their outstanding capabilities ever since. I am particularly impressed by their responsiveness, which has undoubtedly contributed to the success of our partnership. With such a positive experience, I look forward to collaborating with them for next year’s campaign.

Elisa
Kanzi Apples

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