Rockit Redefines Mid-Autumn Festival with a Fresh New Campaign

Innovative New Zealand brand, Rockit is redefining traditional gifting by promoting its premium snack-sized apples as a fresh alternative to mooncakes for Mid-Autumn Festival.

Mid-Autumn Festival marks one of China’s peak consumer demand periods, and the team behind the world’s first miniature apple* is harnessing this momentum with a dynamic online-to-offline (O2O) campaign to boost sales and brand visibility. Rockit launched its Mid-Autumn Festival campaign on 24 September with a flagship event at Fresh Hippo (Hema) Shanghai headquarters, continuing through early October across retail and digital channels.

Rockit China Brand Manager, Belinda Zhu says Rockit is the modern choice for Mid-Autumn Festival gifting. “Our crisp, snack-sized apples offer a healthier, more exciting alternative to traditional mooncakes.

“This year’s campaign is inspired by the crisp bite of a Rockit™ apple – echoing the iconic click of a camera capturing memorable moments. The concept integrates KOLs, search advertising, user-generated content and offline activations to boost brand awareness and sales,” says Belinda.

Premium Rockit™ giftboxes – featuring traditional paper-cut designs and seasonal blessings – are also integral to this year’s campaign, driving a fourfold sales uplift at Hema’s flagship store in the first week and significantly boosting Rockit brand visibility across all channels.

Rockit General Manager Greater China, Cullen Zhang, says these results reflect the campaign’s impact. “The opening activation has already delivered a compelling response from Chinese consumers, demonstrating their connection to the brand and strong appetite for Rockit’s unique apples.”

In addition, Rockit’s new Gold Selection range of limited-edition premium apples launched exclusively in Ole’ stores ahead of Mid-Autumn Festival, strengthening the brand’s presence in China’s high-end retail sector.

“Partnering with Hema for our flagship event highlights the strength and impact of Rockit’s strategic collaborations in China. Together with the launch of Gold Selection and our premium Mid-Autumn Festival gifting campaign, we’re setting new benchmarks for how fruit brands engage with consumers during key occasions. This is another important step towards our ambition to become the world’s most loved apple brand,” says Cullen.

Rockit’s Mid-Autumn Festival campaign continues through early October, supported by ecommerce promotions and premium out-of-home media to build strong momentum across China.

*The world’s first miniature apple as recognised by United Nations Economic Commission for Europe.

ENDS