Rockit Global has launched its strongest Chinese New Year yet, with more New Zealand Rockit apples than ever landing in stores to mark the biggest date on the Chinese Calendar, which this year falls on 10 February.
The innovative snack-sized apple brand is kicking off 2024 with a unique Chinese New Year campaign and iconic localised gift box designed by renowned local artist Mr Chen Zhao.
Rockit China Marketing Manager Xin Hu said that as an Apple brand that thinks and acts differently, Rockit has again stepped outside the box by partnering with Mr Zhao to create a gifting option that truly localises the brand and appeals to consumers.
"Through sketching, Al and computer refinements, Mr Zhao has cleverly blended traditional Chinese New Year icons into our logo and Rockit's brand elements. The overall design inspiration for the gift box is derived from paper-cut window flowers containing localised messaging, with each brand letter in the logo carrying a hidden meaning that resonates with consumers," said Xin.
With Chinese New Year being a peak consumer demand period in China, Rockit will strongly impact in-store with POS displays and sampling sessions to help drive sales of its limited-edition gift boxes. Extensive social and promotional activity on Rockit's owned e-commerce platform, JD.com, will support this.
"Every campaign channel includes tailored messaging, fun, locally shot imagery that captures consumer attention, and the brand's cheeky attitude. We have also equipped our retail partners with the tools to effectively communicate the Rockit story to introduce our snack-sized apple to millions of new consumers during this peak sales period," said Xin.
During the first weeks of the campaign (1 - 21 January), Rockit China Country Manager - Sales and Marketing, Leon Ai, said Rockit's total sales have seen a 46 percent increase.
"Rockit sales and visitors to JD.com have also jumped over 11 percent and 20 percent, respectively, with Chinese New Year gift boxes driving 74 percent of the week's sales.”
"Gifting is a major component of Chinese New Year, and we are excited to be selling our gift boxes in China's largest and fastest-growing retail chain, Sam's Club, for the first time this year. Creating healthier gifting options has been part of Rockit's activity in China for several years and forms a key part of our sales and marketing strategy for 2024 as we gear up for our biggest season yet," said Ai.
Thousands of Rockit gift boxes containing three to six packs of delicious, nutritional snack-sized RockitTM apples are now on sale in key retail and wholesale stores across mainland China.
