English Apples and Pears in £250,000 campaign to boost consumption

Apples are to feature in a radio, magazine, website and Facebook campaign, with digital channels a feature of the push to increase demand and consumption.

Adrian Barlow
Adrian Barlow

The English apple industry is implementing a £250,000 programme of advertising and consumer communications which will begin in January. The objectives are to increase the demand for English dessert apples and also to increase the overall consumption of eating apples. The funding is being provided entirely by English growers.

There will be a 30-second radio advert, which will be broadcast for one week from 12th January on Heart FM in England and Wales. The theme will be "Love English Apples" and "There is an English apple for everyone".  The key target is women aged 25 – 44 with children, of whom 915,000 will be reached.

Adverts will also appear in consumer magazines - a  full page advert in Bella, Take a Break, That’s Life, Eat In, Best, Reveal, Good Food Magazine, Delicious, and Olive. There will be three versions of the advert, one of which will be in the editions that reach retail shelves from 26 January to 9 February. The advert will be positioned close to the food editorial in the first six magazines. The total circulation of the magazines is 1.8m and again, the titles have been chosen to target women aged 25 – 44 with children.

There will also be adverts on a new consumer-focused website which has been developed complementing the existing EAP website. It has been designed to act as the hub around which the various interactions with consumers will revolve. Again, "Love English Apples" and "There is an English apple for everyone" will be the key themes. The website address will be www.loveenglishapples.co.uk and it is due to go live in the week commencing 5 January.

To complement the website, the existing facebook site will be readdressed to facebook.com loveenglishapples and there will be a new twitter site – @loveengapp. Both will start to be populated in week beginning 5 January.

Adverts will also run on digital channels supported by a pay per click campaign and the activity will result in more than 34m impressions. Online adverts will appear from the week beginning 12 January.

The online advertising will continue until the end of March while social media activity will continue until the end of July, at a reduced rate after April.

Any recipes used will be for fresh apples (ie not cooked).

English Apples and Pears chief executive officer Adrian Barlow said: "At a time when growers’ margins are under pressure due to the problems caused by the Russian ban, it is much to their credit that English growers have been prepared to make this investment to develop demand and consumption.

"Increased demand will strengthen all market sectors and by working closely with our customers we expect this activity to improve results for all companies in the supply chain whilst meeting the needs of an even wider range of consumers. It is intended that similar activity should be implemented in future seasons but starting earlier in the autumn."

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