Case Study: GKE NV boosts Kanzi apple switching with Jellybean Creative Solutions

GKE NV gets 7 out of 10 shoppers to switch with Jellybean Creative Solutions

The variety manager of Kanzi® apples, GKE NV, faced the challenge of low consumer awareness and limited distribution for the brand in the UK market. Their goal was to get closer to shoppers to drive trial and purchase, thereby proving to trade buyers that the apple deserved more shelf space. They enlisted Jellybean Creative Solutions to address this with an integrated marketing campaign.

Jellybean Creative Solutions created the "Kanzi® Big Switch" campaign, which centered around a large, interactive switch toured through supermarkets and malls. The solution integrated experiential sampling, a viral video stunt, PR, social media, and influencer marketing to encourage shoppers to switch to Kanzi. The campaign was a major success, with the video receiving over 100,000 views and the live events engaging 45,000 shoppers. Most impressively, 7 out of 10 shoppers who sampled the apple switched to it, and the overall campaign achieved a reach of over 3 million.

GKE NV