Kanzi® celebrates its twentieth anniversary with a campaign full of events, digital contests and collaborations in the world of fitness, bringing freshness and energy to consumers in Italy and abroad.
Kanzi® celebrates its twentieth anniversary with a series of initiatives designed to engage Italian and international consumers. After exceeding expectations in the 2023/2024 campaign, with 6.500 tons of apples sold in Italy, Kanzi® confirms itself as one of the most popular apple varieties. Not only Italian consumers, but also those in Spain, Germany, Scandinavia and the Middle East are increasingly interested in this brand. The success of Kanzi® is linked to its balance between sweetness and acidity, combined with the juiciness that gives energy and freshness from the first bite, making this apple indispensable in modern assortments.
The marketing activities planned to celebrate the anniversary perfectly reflect the brand's philosophy, which aims to involve the most dynamic and energetic audience. One of the first initiatives was the possibility for Apple fans to send an audio gift box with a personalized message of positive energy, accompanied by a Kanzi® apple. Through a dedicated website, users could record their own message and have it delivered to whoever they preferred.
From October 11 to 30, an Artificial Intelligence platform will be active, through which consumers can participate in a contest by entering keywords associated with the claim “The Power of Great Taste”. The contest, designed to celebrate the 20 years of the brand, will be held in two editions: one in October and the other in March. Each edition will have 20 winners, for a total of 40, who will receive a subscription to Buddyfit, the home fitness app used by thousands of users to train and discover healthy recipes.
Kanzi® will also be a protagonist at Deejay Ten in Milan, on October 13th. During this sporting event, 30.000 apples will be distributed to participants and spectators of the marathon, along with exclusive gadgets. The initiative will be accompanied by a radio campaign on Radio Deejay, one of the most listened to stations in Italy, which will further strengthen the visibility of the brand.
There will also be collaborations with fitness influencers. In the fall, Kanzi® will collaborate with Buddyfit coaches, who will offer exclusive content on their social channels, including reels and stories dedicated to the apple. This will strengthen the link between the extraordinary taste of Kanzi® and the energy needed to face new challenges in the world of home fitness.
Over the years, Kanzi® has built a loyal audience that identifies with the brand promise: to offer taste, freshness and energy. The initiatives planned for the twentieth anniversary are designed to continue to engage consumers both online and in stores, bringing new vitality to the apple category.
