Rockit packs a punch this Mid Autumn Festival
3 minute read
3 minute read
Innovative snack-sized apple brand, Rockit, is celebrating the gifting spirit of Mid-Autumn Festival through its partnership with Universal Products & Experiences for DreamWorks Animation’s legendary Kung Fu Panda franchise.
Off the back of the success and popularity of its Kung Fu Panda promotion in China, the team behind the world’s first miniature apple* has launched a strong omni-channel campaign to drive demand as millions of Rockit™ apples arrive in market, ready to be enjoyed by Chinese consumers during Mid-Autumn Festival.
Rockit China Marketing Manager, Xin Hu says “as one of the world’s leading animated properties, Kung Fu Panda is enabling us to reach millions of new consumers who are looking for fun, engaging products for the entire family to enjoy. Leveraging our partnership with Kung Fu Panda is a powerful way to progress towards our goal of becoming the world’s most loved apple brand.”
Hundreds of thousands of Kung Fu Panda-branded Rockit tubes and bespoke gift boxes will hit Chinese shelves this September, while creative point of sale, pop-up events and sampling sessions will introduce Rockit™ apples to millions of new consumers.
The campaign will be further enhanced with metro wrap up advertising in three major stations in Beijing, Shanghai and Shenzhen (reaching over 33 million commuters over two weeks) and out of home media screens disrupting consumer purchase occasions in major city locations. Digital app and WeChat activity will also drive consumers to three major ecommerce platforms, along with influencer seeding via Little Red Book and in-store gift with purchase giveaways, including Kung Fu Panda merchandise and Rockit brand character, Rocki, toys.
Rockit General Manager Global Marketing, Julian Smith says Chinese consumers have already demonstrated a strong appetite for Rockit’s unique apples. “Year-on-year we’ve seen the sales volume in China climb, and we look forward to seeing how this year’s strong partnership with Kung Fu Panda will amplify this trend.”
Putting this fresh spin on a traditional Chinese festival is just one of the creative ways Rockit is growing the love for an apple brand that’s a little bit different – and taking on the world one small bite at a time.
The Kung Fu Panda franchise is the largest, and first, worldwide partnership for Rockit, off the back of successful promotions in China with PacMan in 2021, Illumination’s Minions in 2022 and Pokémon in 2023.
*The world’s first miniature apple as recognised by United Nations Economic Commission for Europe.
Rockit™ apples are available all year, in 30 countries around the world. Here’s where we are near you.
