THE SITUATION

One of Lenswood Apples' growers had a new early-season apple, a crisp red cross of Gala and Fuji, up against Royal Gala. Apples were sold by variety alone.

THE BRIEF

Lenswood had already decided on the new name "MiApple". They wanted a premium price, and needed the look, personality and packaging to earn its price in a generic category.

WHAT WE DID

The strategy was to sell the apple as a small luxury, a choice the quality-minded grocery shopper makes for themselves. Black and red gave it the feel of a fitness or luxury brand, and a speech bubble gave it a personality, with lines like "mi body fuel". That was new for fresh fruit.

THE RESULT

After a pilot run, MiApple won national distribution, exclusive to a major supermarket, which backed it with campaigns in-store, online and on its media screens.