Ondine closes a positive 2026 campaign and strengthens the premium positioning of flat nectarines

Ondine announced that it had successfully completed the season 2026, consolidating the development of premium flat nectarines in the main European markets.

The project

A journey set to continue over the coming seasons as well: the hectares planned as part of the project have already been planted and will support a gradual increase in production, creating the conditions to further increase the availability of Ondine on the market in the coming years.

As early as 2026, the project was able to count on a particularly extended campaign, which began around 20 June and continued until September, ensuring the product's continuous presence during the central months of summer. Germany, Italy, Austria, France, Switzerland, the United Kingdom, Spain, Greece, Belgium and Norway were confirmed among the project's main markets, outlining an established presence in numerous European countries.

The result is particularly significant in light of the general performance of the stone-fruit season: although it was not immune to the effects of a [[ARTW_HTMLOPEN_AAAH]market context characterised by strong market pressure, Ondine managed to maintain a distinctive positioning within the category as a premium offering.

The main factors supporting this were the product's characteristics – taste, crunchiness, juiciness and convenience – on which Ondine is building an increasingly recognisable identity. Particularly interesting were the [[ARTW_HTMLOPEN_AAAJ]feedback collected from consumers: the main challenge remains to increase brand awareness and encourage the first tasting, but once the product has been tried, the feedback shows a [[ARTW_HTMLOPEN_AAAL]good ability of the product to win consumers over and generate repeat purchases.

Snack the Summer

The commercial campaign was supported by an extensive international marketing programme. For the third consecutive year, Germany and Italy, Ondine's two main markets, were the focus of dedicated campaigns under the claim “Snack the Summer (anytime, anywhere)”, developed through digital, social, audio and out-of-home channels and collectively capable of generating over 50 million impressions.

Particularly extensive was [[ARTW_HTMLOPEN_AAAU]the plan developed in Italy, designed to accompany consumers throughout the entire journey from brand awareness to trying and purchasing the product. Digital and social activities were complemented by [[ARTW_HTMLOPEN_AAAW]retail media, television promotions, in-store initiatives, tastings, promotional activities and communications on retailers' channels, developed in collaboration with distribution partners.

Among the experiential activities, the [[ARTW_HTMLOPEN_AAAY]Ondine Oasis at Milan's Idroscalo brought the premium flat nectarine directly to summer locations, creating opportunities for contact, tasting and interaction with the brand in a context consistent with Ondine's positioning as a natural, fresh and convenient snack. The local activity was amplified digitally: [[ARTW_HTMLOPEN_AAAA]in Italy, media planning on Instagram and YouTube generated 40,7 million impressions. Instagram recorded 31,9 million impressions and reached 4,3 million users, thanks to a mix of product, lifestyle and nutritional content. The strategy was also supported by [[ARTW_HTMLOPEN_AAAF]seven creators active in the food, lifestyle and wellness sectors, with Reels and sets of stories that collected almost 500 thousand views and over 4.200 interactions.

The comment

“The 2026 campaign worked on two closely connected fronts: supporting Ondine's presence on the market over an increasingly long period and, at the same time, creating value for the brand,” explain the [[ARTW_HTMLOPEN_AAAK]Italian partners in the Agrintesa/Alegra, Cico/Mazzoni, Greenyard and Naturitalia project. “For a product that still has significant room for growth in terms of awareness, trying it remains fundamental: this is why we worked on events, digital communications, creators, retail media and in-store activities. The feedback we collected tells us that, once tried, Ondine wins consumers over, and this is a very important factor in view of production growth in the coming seasons.”

A European brand for the flat nectarine

Alongside consumer campaigns, Ondine strengthened its [[ARTW_HTMLOPEN_AAAM]trade marketing programme in several key markets, working with distribution partners through [[ARTW_HTMLOPEN_AAAO]tastings, promotions and dedicated in-store activations.

“The 2026 season marks a further step in the project's development journey,” comment the partners. “The production base has already been established and will progressively deliver new volumes in the coming years: the challenge will be to support this growth through an increasingly broad and continuous commercial presence and ongoing investment in building the brand. Ondine's ambition remains to become Europe's reference for premium flat nectarines, progressively helping to transform a type of product into a category recognisable to consumers.”

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.