New Zealand apple growers have supported an innovative campaign to encourage UK consumers to increase sales of the product, according to FreshInfo.
The Simple Pleasures campaign kicked off at the beginning of the southern hemisphere apple season in May and continued until the end of August.
The campaign also included guerrilla sampling with free postcards and Tesco continues to host sampling session.
A publicised poll of the nation’s top the simple pleasures revealed that laughter is easiest and cheapest way to cheer up a Briton.
A major feature of the programme has been a dynamic social media programme, entered around a dedicated website, Facebook and Twitter. The campaign even included a romantic film (below) which has garnered more than 165,000 Youtube view to date.
Grower Ralph Walker said: “It’s a different approach, but we want UK consumers to take a break from what they’re doing, and let their mind go on holiday for a few minutes. Our mission is to uncomplicated life with a simple pleasure. Starting with a Braeburn from New Zealand.”