The three fundamental principles guiding how
we act as a brand:

1. We are challenging the sea of sameness.

2. We need to spark curiosity in our consumers.

3. Our apples taste different and we own it.

1.

We are challenging
the sea of sameness.

Our entire category focusses on the same conventions and brilliant basics: taste, health and functional benefits. Promoting yet another ‘red, sweet, crunchy, juicy’ apple. And you know what we say to that? Snooze.

As a result, we’re going to ditch these brilliant basics and focus shamelessly on getting noticed.

If we do need to mention these brilliant (read, tired) basics – and we try not to – we’re going to frame them through the lens of our bigger emotional story. Which we’ll get to in a moment.

2.

We need to spark curiosity in our
consumers.

The research is in: the apple aisle is the most boring aisle in the supermarket. And supermarkets are dull to begin with.

The truth is, no one is lying awake at night thinking longingly about the apple they’re going to buy tomorrow. People buy apples out of mindless habit – the same apple they’ve always bought because it hasn’t occurred to them to do anything different.

But we are different, and we’re asking consumers to make a conscious choice. Continue to buy the same red or green apple out of habit, or to choose something unique?

To truly succeed, we need people to notice us, and to choose us. It’s that simple.

To do this, we’re going to talk less about our apples and more about our dynamic consumer.

We’re going to be bold, try new things, and celebrate what makes us different.

If we ruffle a few feathers along the way, that means we’re succeeding.