Marlene celebrates art and inspiration in its new campaign, “I’m the fruit of your creativity”
March 1st marked the launch of Marlene’s new spring campaign, which centers on a concept that highlights one of the brand’s most distinctive traits: its creative side.
Through initiatives that establish a direct connection with consumers, the campaign provides retailers with inspiration and practical tools to spark interest and support the entire category. “I’m the fruit of your creativity” is the message that will guide in-store, digital, media, and out-of-home activities, showcasing all the creativity inspired by the daughter of the Alps across the main consumer touchpoints.
This campaign naturally ties into the initiative launched last fall, the creative contest dedicated to the brand’s 30th anniversary, which drew thousands of participants from around the world and invited them to interpret the apple through four expressive languages: art, cuisine, music, and literature.
The contest artworks featured in the activities
This journey continues, and the contest’s creativity is ignited through various direct interactive experiences with the public, already garnering excellent feedback from customers and consumers.
Art has now landed in stores: the winning illustration and other works feature prominently on the apple labels and on certain packages, such as the four-piece pack, transforming each product into a small exhibition space and giving artists an opportunity to showcase their work in thousands of stores.
Literary texts will be recited by several creators as part of a social media campaign, while the winning song has been incorporated into Marlene’s radio commercial and will accompany the brand’s marketing efforts in the coming months.
In the cooking category, the winning entry and other selected recipes will be adapted for haute cuisine by Norbert Niederkofler, a chef with three Michelin stars and a Green Star for sustainability.
Following the success of the 25th-anniversary initiative, this latest contest once again confirms that Marlene is a source of inspiration that sparks creativity and enriches people’s daily lives in many different forms and ways—from art, in all its expressions, to cooking, and even to memories and life stories.
From in-store roadshows to out-of-home advertising: other campaign activities
In the coming months, the campaign will also be supported by a comprehensive multi-channel communication plan designed to bring Marlene’s creativity into consumers’ daily lives and make the brand even more recognizable, relatable, and engaging.
Key initiatives will include in-store activities and roadshows, featuring displays, informational kiosks, and dedicated hostesses to engage consumers and distribute promotional items.
The campaign will also feature social media activities, an out-of-home presence with branded trams, and a media plan that includes television and radio commercials, boosting the brand’s visibility during the spring season.
“With this new campaign, we want to show that Marlene is not just about the taste of its varieties, but embodies a whole world of values centered on origin, passion, and people,” said Hannes Tauber, Marketing Manager of the VOG Consortium. “This is why we want to highlight the many ideas that the Marlene world has inspired.”
With “I’m the fruit of your creativity,” Marlene is renewing its storytelling and reinforcing the positioning that has always allowed it to directly dialogue with consumers: through this more personal approach, it invites people to view apples not only as fruit, but as a source of inspiration that can unite regions, people, and creativity into a single great shared story.
*All images courtesy of VOG
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