Vip and Vog launch Envy’s new commercial season with a rich communications plan

The South Tyrolean consortia Vip and Vog have launched the new commercial season for Envy with a harvest of outstanding quality and excellent flavour, supported by a rich communications plan.

The return to the market is supported by a social media competition, TV activations, in-store activities and the renewal of the partnership with designer Marco Rambaldi, one of the most innovative and eclectic names in contemporary Italian fashion.

The designer’s visit

With its sweet, enveloping flavour, rich aroma of tropical fruits, exceptional crunchiness and refined red skin, Envy confirms its position as an apple capable of winning over those seeking distinctive experiences that transform an everyday gesture into a style experience. And it was precisely Envy’s fashion-oriented spirit, together with its sensory appeal, that led Marco Rambaldi to visit an apple orchard this year.

“After three years alongside Envy, this experience has inspired new creative possibilities that I can’t wait to explore,” commented designer Marco Rambaldi. “In the orchard, I found a rhythm shaped by attention, patience and care. Walking between the rows and learning more about the supply chain allowed me to see the Envy apple not merely as a product, but as the result of a journey made up of many gestures. It is a sensitivity and an attitude that feel close to my world, because a fashion collection also requires passion and time to take shape and become what we imagine.”

Immersing himself in the orchards therefore allowed Rambaldi to experience first-hand the work and dedication of the apple growers, making it a direct source of inspiration for the new creative project that will debut at Milan Fashion Week 2027, where Envy will play a leading role.

In-store activities

At the same time, Envy will have a strong presence in stores through the promotional concept "Envy new collection", which uses the codes and language of fashion to present the new harvest on the shelves. “This high-impact approach enhances the product and gives Gdo a practical tool for engaging consumers, capturing their attention and encouraging product turnover,” say Hannes Tauber and Benjamin Laimer, marketing managers at Vog and Vip.

The communications plan

Supporting the commercial relaunch will be an integrated communications plan that will see Envy present on television and digital channels. Among the main initiatives, a new competition on social media channels will run throughout November: the initiative will invite consumers to discover the pleasure of Envy, with the exclusive garments from the capsule collection Rambaldi x Envy and the opportunity to attend the designer’s show live in Milan, when the new collection will be unveiled, offered as prizes. The competition will also be promoted in stores, strengthening the link between the shopping experience and digital channels.

“The high quality of the harvest and the incredible flavour the apple has achieved this year are exceptional drivers for the new commercial season,” declare Klaus Hölzl and Kurt Ratschiller, sales managers at Vog and Vip. “Activations in and outside stores will support it, build loyalty among those who already love Envy, attract new buyers and generate tangible value for our Gdo partners.”

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.