Designworks’ new global Rockit campaign

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AUCKLAND, Today: Designworks NZ has crafted a global back-to-school campaign for Hawkes Bay fruit producer Rockit Global (formerly Havelock North Fruit Co).

Rockit GM Julian Smith said: “From Mainland China to the Middle East, Rockit is driving its back-to-school campaign into thousands of stores and homes in its key global markets, speaking to the nutritional and health benefits of choosing Rockit as children head back to the classroom.

“Rockit, which is sold in 30 countries worldwide, is currently in the midst of a very sharp growth curve across its international markets with volume up 43% on 2020 figures..

“The back-to-school campaign uses multiple platforms and touchpoints to establish the fully mature, miniature apple as the right healthy snack for kids to fuel their day.

“This is the first time we’ve launched a global marketing campaign of this size and calibre into some of our most exciting markets.


“We’re ramping up our social media with influencer content, and delivering that content in traditional and simplified Chinese, and Arabic.”

“We’ve worked hard with the talented team at design agency Designworks to really pack a punch in 16 countries, developing a world-leading marketing campaign that supports our ambition to be the world’s most loved apple brand.”

“Consumers will be able to access a new interactive campaign microsite featuring downloadable activities, competitions and giveaways, as well as creative ideas to get everyone from kids to adults moving. We’re also introducing cool new Rockit merchandise including backpacks, umbrellas, stickers and bag tags showcasing our new brand.”

“Importantly, we’re ramping up our social media and digital marketing in our key back-to-school markets with influencer content and collaborations, and delivering that content in traditional and simplified Chinese, and Arabic.

“We’re also doing targeted activity – 180 days of sampling with single apple sample boxes in over 80 stores, under strict Covid-19 protocols of course.”


CREDITS

Agency: Designworks
ECD: Jef Wong
Creative: Oscar Thomas, Caitlin Thompson, Tai Poppleton, Ben Claasen
Strategy: Mike Pepper, Sam O’Flaherty, Dave Pearce
Studio: Nicky Llloyd, Dave Black, Tim Long
Client Service: Kathryn Cunningham, Melissa Thompson


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