AUCKLAND, Today: As millions of freshly harvested New Zealand-grown Rockit apples begin arriving into ports around the world, a “bold” new brand campaign from Special kicks off “harnessing the spirit of bravery”.
Rockit ceo Mark O’Donnell said: “From artists to fitness instructors to musicians to aspiring basketball players, relatable individuals feature in the compelling campaign, which encourages global consumers to push their limits and Ready. Set. Rockit.
“With the creative heft of agency Special driving the interpretations of courage that run through this year’s campaign, the message is bound to inspire.
“We love the idea that any challenge – no matter how daunting – can be overcome by taking it just one small bite at a time.
“The innovative campaign imagery showcases occasions where a little bit of bravery takes us into territory we’ve never known before – and we can overcome our fear, seize the moment, and really rock it.”
Global Marketing GM Julian Smith said: “Rockit and Special consciously chose human-centred and heartfelt stories that would resonate with consumers, no matter where they are in the world.
“The way we approach our branding might be a little different – but that’s the point.”
“These stories are genuine, and they’re universal. The campaign also harnesses the power of the Rockit brand assets that Special developed in partnership with the premium miniature apple company in 2021.
“The Ready. Set. Rockit brand campaign takes centre stage from this month forward with around another 80 million apples still to ship.
“The way we approach our branding might be a little different from the way ordinary commodity apple businesses do it, but that’s the point. We’re a brand that thinks and acts differently, we innovate, we’re brimming with energy, and we want to showcase all those values in our imagery and storytelling”
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