The Mid-Autumn Festival in China has been a runaway success for Envy™, with 165,000 gift boxes (1.48M total apples) sold – a new record for Envy™ apples at the festival.
T&G Global’s Head of Marketing, Rebecca Chapman, says the strong Mid-Autumn Festival sales reflects Envy’s™ premium position and proven reputation.
“It’s a great achievement to sell over a million Envy™ apples during the Mid-Autumn Festival, which is double the amount of gift boxes we sold last year,” says Rebecca.
“The demand is the result of effective activations, and with restricted travel recently, we partnered with the Thyssen-Bornemisza National Museum Madrid to bring four famous masterpieces to China with iconic paintings on our new eye-catching giftboxes. The Envy™ brand continues to be a star performer, this is down to its large size, beautifully balanced sweetness and fresh aroma – making it ideal for gifting occasions.”
The integrated marketing campaign for the Mid-Autumn Festival included a strong promotional activation through Metro LED digital advertising, sampling, limited edition gift boxes, thematic displays, Tik Tok, and e-commerce events.
The Mid-Autumn Festival is one of the largest celebrations in China, Vietnam, Malaysia and other East and South East Asian countries, with millions celebrating the occasion.
