Marlene launches the new “Taste the gift of nature” campaign

Marlene has launched the new campaign “Taste the gift of nature”, inviting consumers to experience the apple as a true gift from nature, to be rediscovered through its unique aromas, textures and the many consumption opportunities that enrich the shelf offering.

The harvest season

The campaign launch coincides with autumn, a season central to Marlene’s story: the harvest season, when the cycle of nature that began with spring flowering and continued throughout the summer is completed. After the first Gala, Golden Delicious and Granny Smith, harvesting will continue over the coming months with the other varieties, up to Fuji. This is the period when a whole year’s work achieves its most tangible result, thanks to the daily commitment of the over 4.000 Marlene apple growers and respect for the natural rhythms of the South Tyrolean region.

Always a pioneer in defining how to talk about apples, Marlene has once again gone beyond simply describing taste to convey quality, origin and values, thereby consolidating the multifaceted brand universe built around the product. With the new campaign, the brand confirms its innovative approach to consumer dialogue, once again showcasing the heritage behind every apple: the extraordinary generosity of the land, the daily commitment of the apple growers and the wealth of sensations contained in a true gift from nature.

The comment

“For some time now, our storytelling has placed Marlene’s special connection with nature at its centre. We did this last year with the creative competition for 30 years, which, presenting the apple as a natural masterpiece, invited people to draw inspiration from its world to create true works of art, literature, music or cuisine. And we are doing so today with this campaign, which makes Marlene’s value even more immediate: not just quality apples, but an invitation to savour the gift of nature,” says Hannes Tauber, Marketing Manager at Vog. “A direct message that responds to consumers who are increasingly attentive to brands with a clear identity in which they can see themselves and which, at the same time, offers our commercial partners a recognisable and consistent narrative, while also providing plenty of new ideas and activation opportunities.”

A multichannel campaign centred on the consumer

The campaign will unfold through an integrated plan with coordinated activations across different touchpoints and at the point of sale, designed to make the message recognisable while also exploring content related to the varieties, their wide range of aromas and flavours, and the many delicious pairings that can inspire in the kitchen.

Integral to the campaign are the distinctive elements of the Marlene world, designed to accompany consumers as they discover the apples and their origin. The Aroma Wheel will guide the choice between the different varieties, describing their flavours, aromas and textures, while the food pairing projects will propose new and simple combinations for bringing apples into the kitchen.

This universe also includes collaborations with Norbert Niederkofler, who highlights the gastronomic potential of Marlene apples, and with Gallo Rosso, which tells the story of the South Tyrolean region, its farms and the people who safeguard its traditions and knowledge every day.

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.