Continuing its expansion, Golden Bay Fruit has officially launched a new concept of its new exciting apple variety Cherish™ in the China market with both online and offline retail customers.
Cherish™ is a trademarked brand born in New Zealand using natural plant-breeding methods. This is an exclusive striking pink coloured apple with a refreshing tropical flavour, grown by Golden Bay Fruit
(GBF) in the sun soaked, maritime climate of South Island of New Zealand.
Patrick Meikle, Global Commercial Manager of GBF said, “Cherish™ apple eats as fantastically as it looks, juicy with a crisp bite, and deliciously sweet flavour of exotic fruit, we target to Asian consumer
taste preferences.”
Wendy Cai, Regional Commercial Manager of GBF said “to highlight the Cherish™ tagline “Feel the love”, we developed a new Cherish™ brand concept specially customized for the China market”.
One of the masterpieces is the creation of a stunning eco-friendly eight-pack retail box to link with consumers’ emotional feeling to share the love with their family and friends. Wendy added: “It is a perfect way to create more occasions to enjoy eating Cherish™.”
“So far, Cherish™ has been strongly recognized by its distinctive beautiful appearance. We will continue the Cherish™ expansion to engage more consumers across multiple channels so everybody
can taste this wonderful apple.”
Due to the Covid-19 impact, consumers’ shopping behaviour trend changed and online sales boomed.
Golden Bay Fruit used this insight and successfully launched with major e-commmerce platforms in China during May. There are lots of positive feedback from consumers who are pleasantly surprised
by Cherish™’s appearance and taste and adopted it as their perfect summer apple!
To complete this exciting 2020 campaign, Golden Bay Fruit has developed in-store activities more focused on displays & POSM than usual to capture the attention of the consumers while social
distancing is still recommended.
More information:
Wendy CAI
Golden Bay Fruit Greater China
[email protected]
www.goldenbayfruit.com