Developed in conjunction with China’s leading e-commerce retailers, Mr Apple’s brand toolkit helps online retailers tell its story to their consumers in an innovative and meaningful way.

“Online imported fruit sales have exploded in China and are experiencing significant year-on-year growth,” says Mr Apple’s retail sales manager, Ben McLeod. “When fruit is sold online, there are opportunities to tell a more in-depth brand and company story, which is something our retail partners were keen to do. Our new Mr Apple brand toolkit provides a solution to their needs.”

The company’s brand toolkit was very much designed with both the online retailer and their shopper in mind. Lisa Cork, Mr Apple’s Special Projects manager, says, “This toolkit is an exciting compilation of nearly nine months of work. We started with consumer research in order to understand what was important to online fruit purchasers. We then built this knowledge into our Mr Apple brand story and marketing materials. We initially launched the toolkit in China, but our brand story materials will be leveraged to tell the Mr Apple story to customers globally.”

Mr Apple showcased its toolkit at New Zealand Trade and Enterprise’s (NZTE) Taste of New Zealand Promotion launch in Shanghai. NZTE’s Taste of New Zealand campaign is a promotion designed to raise the profile of New Zealand foods with online retailers and their consumers.