RELATIVE newcomer to the apple variety sector, Modi, will have a revamped marketing strategy following increased production and output of the fruit this year.
The Modi apple was officially launched in Australia in 2015.
With significantly higher volumes this year, the marketing campaign will see a paradigm shift beyond traditional produce marketing to an integrated, highly targeted, and primarily path-to-purchase influencing campaign model.
The 2018 Modi campaign will align marketing activities closely with the consumer decision journey, focusing on the most influential touch points in the buying process.
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Campaign manager Sona Padman says Modì targets an international audience that is young, like to experiment, loves quality products and combines the pleasures of good food and healthy living.
“With that notion, we will be investing in consumer-driven marketing which encapsulates a mix of outdoor media, broadcast press as well as strong digital and social presence across other media channels,” ms Padman said.
Group marketing manager for Freshmax Australia, Matthew Crouch, said the biggest goal is to explore all the different opportunities to integrate between the channels and drive messages far further and with better engagement.
Modì apples will be available on Coles shelves and select independent retailers across multiple states by mid-February and will be available throughout the season.
Modì apples in Australia are exclusively marketed by Freshmax Australia Pty Ltd.
The Freshmax Group is an Australasian-based fresh produce marketer and distributor with primary offices in Australia and New Zealand and operations around the Pacific Rim run by international arm Valley Fresh.
The group has a growing presence in the apple and pear sector managing retail programs via Freshmax’s domestic operations and export programs through Valley Fresh.
Apple grower Chris Turnbull of Turnbull Orchards says Modi is an amazing piece of fruit.
“Its eating quality is far superior to other competing brands in this category. What makes this piece of fruit so unique is its crisp, crunchy flavour with a superb rich red colour, which combines it into an overwhelming sensorial explosion,” he said.