With the arrival of autumn, Marlene® is launching its new campaign, “Enjoy the gift of nature”. Building on the initiatives that over the years have celebrated the apple as a work of art created by nature, today the brand presents an even more direct and explicit invitation to consumers: to experience the apple as a true gift of nature rediscovered through its unique flavours, textures and the many ways it can be enjoyed, enriching the range on the shelves.

The launch of the campaign coincides with autumn, a key season in the Marlene® narrative: harvest time, when nature’s cycle, which began with spring flowering and continued throughout the summer, comes full circle. Following the first Gala, Golden Delicious and Granny Smith apples, the harvest will continue over the coming months with other varieties, right up to the Fuji. This is the time when a whole year’s work bears its most tangible fruit, thanks to the daily commitment of over 4,000 Marlene® apple farmers and respect for the natural rhythms of the South Tyrolean landscape.

Always a trailblazer in defining how we talk about apples, Marlene® has once again gone beyond a simple description of flavour to highlight quality, origin and values, consolidating the multifaceted brand universe built around the product. With its new campaign, the brand confirms its innovative approach to engaging with consumers, once again highlighting the heritage behind every apple: the extraordinary generosity of the land, the daily dedication of apple farmers and the sensory richness encapsulated in a true gift of nature.

“For some time now, our narrative has centred on Marlene®’s special bond with nature. We did this last year with the creative competition to mark our 30th anniversary, which, by portraying the apple as a natural masterpiece, invited people to draw inspiration from its world to create genuine works of art, literature, music or cuisine. And we’re doing so today with this campaign, which brings the value of Marlene® even closer to home: not just high-quality apples, but an invitation to enjoy the gift of nature,” comments Hannes Tauber, Marketing Manager at VOG. “A direct message that responds to consumers who are increasingly looking for brands with a clear identity in which they can see themselves reflected and which, at the same time, offers our business partners a recognisable and consistent narrative that is also full of new ideas and opportunities for engagement.”

A multi-channel campaign centred on consumers

The campaign will be rolled out through an integrated plan featuring coordinated activities across various touchpoints and in-store, designed to ensure the message is instantly recognisable whilst also exploring content relating to the varieties, their diverse aromas and flavours, and the many delicious combinations that can inspire home cooks.

The distinctive elements of the Marlene® world form an integral part of the campaign, designed to guide consumers as they discover the apples and their origins. The Aroma Wheel will help consumers choose between the different varieties, describing their flavours, aromas and textures, whilst the food pairing projects will suggest new and simple combinations to use apples in cooking.

This universe also includes collaborations with Norbert Niederkofler, who showcases the culinary potential of Marlene® apples.

With “Enjoy the gift of nature”, Marlene® reaffirms the strength of a well-established and loyal brand that embraces evolution: it continues to listen to consumers and offer them fresh inspiration, transforming every interaction into an opportunity for inspiration and discovery. This approach is based on a consistent narrative across all touchpoints with consumers, offering retail partners new ideas to showcase the product and guide consumers in discovering it.