The challenge was significant: launch the first-ever 100% Moroccan Pink Lady apple and carve out a space for it in a highly competitive category. The primary goals were to drive brand awareness and spark initial trial purchases.
We knew the product was the hero. Our strategy was to let its exceptional quality speak for itself through a widespread tasting campaign. Each sample was an invitation to experience the brand, reinforced by a raffle entry with every purchase to close the loop and drive immediate sales.
The campaign ran in 20 of Morocco's top hypermarkets and supermarkets.
A team of 23 ambassadors represented the brand to maximize visibility and engagement.
Premium booths and custom-designed displays helped increase share-of-shelf and capture shopper attention.
The activation ran for 9 days over 3 key weekends to capitalize on peak store traffic.
The product trial campaign was the clear catalyst for the launch, successfully converting tasters into customers.
An exceptional engagement rate, with 10,367 tastings conducted from 13,043 shopper interactions.
This incredible conversion rate has proved that tasting is a powerful driver of purchase.
Have questions or a project in mind?
