Rockit has celebrated the Mid-Autumn Festival with a major campaign, new gifting formats, and consumer experiences across China.
Its campaign introduced a new Mid-Autumn Festival television commercial and campaign imagery featuring Wang Yibo, supported by social media, digital, retail and out-of-home activations throughout the peak festival period.
Rockit General Manager, Global Marketing, Julian Smith, said the Mid-Autumn Festival was an opportunity to build on the strong momentum generated through the brand’s partnership with Wang Yibo since its launch in May.
"Wave 1 generated more than 1.34 billion digital impressions, increased prompted brand awareness to 75 percent (+20 percentage points) and accelerated growth across both retail and ecommerce channels in China," said Smith.
"Mid-Autumn Festival is an opportunity to extend that success through new gifting formats, exclusive content and consumer activations, while continuing to strengthen Rockit’s relevance during one of China’s most important gifting occasions."
Rockit Country Manager – Greater China, Cullen Zhang, added that gifting has continued to play an important role in consumer purchasing behaviour during Mid-Autumn Festival.
Consumers are increasingly looking for gifts that feel personal, premium and relevant.
"This year, we’ve introduced a range of new gifting formats and collectable experiences, including three premium Rockitship designs and Mid-Autumn Festival-themed gift packs, creating more ways for people to share Rockit apples and celebrate with family, friends and colleagues," said Zhang.
"By combining distinctive packaging with fun, collectable elements, we’re continuing to evolve the way consumers experience and share Rockit apples during Mid-Autumn Festival."
Rockit's gift packs and fan-inspired collectables have combined premium packaging with exclusive collectable elements designed to enhance the gifting experience.
Additionally, Rockit’s presence at the China GT racing event at the Shanghai International Circuit will bring Rockit to life through product sampling, fan engagement, and exclusive content, and provide a natural opportunity to engage its fan community through a shared interest.
The campaign started today, the 4th of September, and will run throughout the Mid-Autumn Festival period, with activities spanning retail, e-commerce, digital, and experiential channels across China.
Learn more about seasonal activations in the latest edition of Supermarket News here
