Marlene® will be the flagship brand in the VOG range at Fruit Attraction 2023. Within the wide range of apples from the Italian Alps that the Consortium offers the markets throughout the twelve months of the year, the so-called "Daughter of the Alps" is one of the most appreciated brands in Spain, encompassing the values of origin, wellbeing and flavour of classic varieties such as Gala, Golden Delicious, Red Delicious, Fuji and Granny Smith.
The Madrid event comes at the height of the new Marlene® campaign, and will also feature in the organic version of the event.
"Join us on a culinary journey" is the message chosen by VOG for this year's communication, which will focus on the Scent Wheel, already launched last spring. Marlene®, as the flagship brand, thus becomes the precursor of the Consortium's positioning as an ambassador of apple culture.
The first step is the launch of the Aroma Wheel. In addition to the wheel launched in recent months, which visually describes the aromas, textures and flavours of the five Marlene® varieties, there is now the possibility of exploring the combinations. On the website www.marlene.it, by choosing a variety and one of the four basic flavours (sweet, sour, bitter and salty), consumers can discover other ingredients with which to combine the apple, as well as the recipes of chef Norbert Niederkofler and four young international chefs he has chosen to interpret the Daughter of the Alps and her seasons. The site will be accessible through promotional materials and digital banners, with links or QR codes.
To support the Marlene® concept and sales, the VOG Consortium has planned a media campaign in all major countries, with TV ads in autumn and spring, out-of-home, digital channels, social media and consumer print media. Point-of-sale initiatives will also be very important, where the aroma wheel will help consumers to choose the most suitable apple variety for each individual, also through innovative samplings. In the second half of the season, an initiative linked to the Aroma Wheel will take some lucky consumers directly to South Tyrol/Südtirol to enjoy a gala dinner around the concepts of taste and territory.
In addition to produce from integrated agriculture, the VOG Consortium will be putting Marlene® Bio, the brand that characterises organic production, in the spotlight at Fruit Attraction. During the days of the fair, they will be presenting some of their new products for the first time. Stand 8C06