The apple and pear sector is sitting on a knife edge waiting to see how the latest Covid outbreak will play out in the coming months.
From mainland China to the Middle East, Rockit says it is driving its back-to-school campaign into thousands of stores and homes in its key global markets, promoting the nutritional and health benefits of choosing Rockit as children head back to the classroom.
Julian Smith, general manager global marketing for Rockit Global, says 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. He says 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 like the UAE, Hong Kong, Taiwan and Saudi Arabia."
He says 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.
"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."
Smith says the campagin is another step in Rockit's journey towards sharing 400 million of its snack-sized apples with the world by 2025.