Back to school (updated)

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AUCKLAND, Thursday: Special NZ has devised a new campaign for innovative snack-sized apple company Rockit Global –a New Zealand product, grown & packed in Hawkes Bay.

This is one of Rockit’s global campaigns for the peak back-to-school sales period in its global markets including Middle East, Southeast Asia and the USA.

Global digital manager Annabel Hall, who’s based in Havelock North, said: “Rockit – unlike every other apple company in the world – is using ingenuity and disrupting the commodity apple category by marketing with a convenience and FMCG approach.

“We worked with our creative agencies, Special Group, who produced the overarching Ready. Set. Rockit. concept and content; and Designworks, who came up with our instore point-of-sale suite.

“This builds on the Ready. Set. Rockit. campaign, which has driven a 21% jump in sales volume across global markets (2022 vs 2021).

“From the Middle East to Southeast Asia to the USA, Rockit is fueling families with a hit of natural energy, Vitamin C and fibre as they Rockit back to school, work or play.”

Rockit market manager for the Middle East Ziad El Chawa (based in the nUnited Arab Emirates) said: “Rockit – which is sold in 30 countries – is in the midst of a strong growth curve in the Middle East.

“We’ve worked really hard to pack a punch, developing a marketing campaign that supports our ambition to be the world’s most loved apple brand.”

“Sales volume for the entire region is up 36%, and in Saudi Arabia alone, sales have climbed 140% (2022 vs 2021).”

“Momentum from the highly engaging Ready. Set. Rockit. campaign is set to continue this growth, attracting millions of new Rockit consumers during the back-to-school sales period.

“Rockit will have a significant presence instore with high-energy, gamified point of sale displays and targeted tasting moments – with Covid-safe sample boxes – building connection to the Rockit brand and driving consumer demand.”

Annabel Hall: “Rockit is an apple brand that thinks and acts differently, which is the key to its growing global success.

“For the first time, we are also connecting the campaign point of sale with digital activity through a competition – with a dedicated microsite – with a goal of increasing repeat purchase.”

“We’ve worked really hard to pack a punch during this peak consumer period, developing a world-leading marketing campaign that supports our ambition to be the world’s most loved apple brand.

Ziad El Chawa: “It’s just another step in Rockit’s journey towards sharing 400 million of our incredibly delicious and nutritious snack sized apples with the world by 2025.”


Agency: Special NZ
Production Company: Nimble
Director: Arvid Eriksson
Agency: Designworks (Jef Wong, Oscar Thomas, Kathryn Cunningham, Jordan Popovich, Dave Black, Tim Long, Drew Robertson, Tom Montague)
Client: Rockit Global
General Manager Global Marketing: Julian Smith
Global Brand Manager: Hannah De Valda
Global Digital Manager: Annabel Hall

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