Envy Apples
“A collaborative process from the start, 100% on time delivery of deadlines, expert analysis & interpretation, and dynamic presentations is what we got with Lux. Led by Claire and Hanson, the entire team at Lux are consistently professional. They are excellent listeners and that sets the foundation…They get it.”
– David Nelley
Category Director – Cherries, Apples and Pears
Oppenheimer Group
Category Director – Cherries, Apples and Pears
Oppenheimer Group
THE BACKGROUND
- The Oppenheimer Group (known as ‘Oppy’) is a leading North American fresh produce distribution and marketing company, founded in 1858. Oppy brings and delivers over 100 varieties of produce from more than 20 countries.
- Oppy was looking to bring and market a new premium Apple, the “Envy”, to North America. While the product had major advantages, its brand needed a rework (having been previously launched in Asia and Europe) to fit the North American consumer. Lux partnered with Oppy’s brand design agency BRANDFX to explore consumer perceptions, test concepts and develop a regionalized brand identity for Envy.
THE GOAL
Bring a new premium apple to market by localizing a brand.
HOW WE GOT THERE
- Shop-alongs with buyers
- Focus groups in 6 markets
- North America-wide brand survey
- Workshop with growers
THE BIG IDEA
WHAT WE LEARNED
Apples are engrained in American culture. The brand must harken back to the deep, childhood memories of consumers. It must be accessible and wholesome.
THE RESULT
- Localized Brand design
- Improved support for sales teams
- 20% improved sales from 2014 to 2015
