Rockit Global has developed a dual-purpose gift set to market its exclusive apple offering during Chinese New Year.
Snack-sized Rockit apples will be packed into 100,000 gift boxes for the discerning Chinese retail market ahead of the celebration (February 1).
The box, designed in shades of red and orange to celebrate the Year of the Tiger 2022, has been cleverly constructed to serve as a costume for children.
The gift box rollout was supported by in-store activations and giveaways, which incorporated traditional door banners, masks, stickers and gift wraps.
Rockit Global’s managing director of global marketing, Julian Smith, said the campaign is grabbing the attention of consumers in China.
“In true Rockit style, we did things differently, with the cardboard box itself morphing into a rendition of a tiger’s head,” Smith said. “It’s a great way for families to tackle a vacation project together and ignite kids’ imaginations.”
Smith said demand for Rockit apples is growing across China, especially among conscientious and mobile young parents.
“These consumers want the best nutritional experience for their children, without compromising on flavor,” Smith said. “Rockit Apples are incredibly popular in this set – they’re sweet, crunchy, and snack-sized, delivering plenty of natural energy, fiber, and nutrients.”
Creating healthier gifting options has been part of Rockit Global’s strategy in China for several years, with the company leveraging the reach of digital and social media channels to tell its brand story.
“As our Chinese New Year activity ramps up, we expect high traffic volumes to our flagship store on Tmall – an e-commerce platform where customers can shop our range – as well as content engaging and shareable from the local community of macro and micro influencers (KOL and KOC) we partner with in China,” Smith said.
“Chinese New Year is another exciting opportunity for our innovative New Zealand-based company to bring our product to the world – housed in eye-catching gift boxes that stand out from the crowd and are so much fun.”
Takeoff in the Middle East
Demand for Rockit is also growing in the Middle East. To capitalize on this growing interest, Rockit Global will be exhibiting at Gulfood, a food and beverage trade show to be held in Dubai.
“We are excited to introduce Rockit alongside some of the world’s leading F&B brands to help us continue our strong growth trajectory in one of our key markets,” said Mark Pay, general manager of global sales at Rockit. Global.
Pay said Rockit Global is preparing for a deeper push into the Middle East region.
“Rockit apples can be found at a number of outlets where staple apples aren’t traditionally sold – for example airports, convenience stores and cafes,” he explained.
“We will continue to expand our distribution through strong retailer relationships, and we are very excited to share our story with thousands of future Gulfood fans and customers.”