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  1. eMagazine Fruit and Vegetable Distribution
  2. Apples Marlene, of the Italian Alps to Spanish television   (27/01/2011)

This news article was originally written in Spanish. It has been automatically translated for your convenience. Reasonable efforts have been made to provide an accurate translation, however, no automated translation is perfect nor is it intended to replace a human translator. The original article in Spanish can be viewed at Manzanas Marlene, de los Alpes italianos a la televisión espańola

Apples Marlene, of the Italian Alps to Spanish television

on January 27, 2011

Marlene integrated communication campaign go ahead in Spain. Brand apples 5,600 members of Consortium VOG grown in Alto Adige/Südtirol, which is marketed in the Iberian peninsula since 2007, returns again this year to encourage the national television networks with the contagious joy of its icon: Marlene Apple tree. For two weeks, from January 27 to February 10, ads, 30 and 15 seconds in duration, Südtirol apples be issued in the autonomous communities of the Forta network chains and in the main channels of the Canary Islands.

The aim is to transmit the values of the brand, firstly the freshness, the geographical origin and the richness of the offer. Since the first frames clearly focus on the territory of origin of Marlene, the Südtirol apples: a region with charm in the heart of the Italian Alps with Greens, fresh air and lush valleys. In this environment of fairy tale, the colorful manzano who stars in the announcement unexpectedly comes to life and moves to a Mediterranean town where distributes fruit between the eyes incrédulas of pedestrians.

foto
Promotional image of the Apple Marlene.
The announcement, ending with the slogan ' Marlene. A taste so pure as its origin ', represents the culminating point of a path of communication that the VOG Consortium is developing in Spain. In these weeks a large calendar of tastings is encouraging the aisles of supermarkets, hypermarkets and greengrocers and February 7 will start a fun contest, that in the coming months will be interested buyers of Marlene blocks throughout the national territory. With this campaign the VOG Consortium advocates to inform consumers of the value of its offer of seven varieties of apples, all certified 'Südtiroler Apfel g.g.A./Mela Alto Adige IGP'.

"Spain is still a very interesting market for our brand and the reception of our apples among users encourages us to step up promotional efforts in this country" said Gerhard Dichgans, director of the Consortium VOG.

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