Miniature apple brand prepares for peak sales season with new activations across a number of key Asian markets
Rockit Global is gearing up for its biggest Mid-Autumn Festival yet, entering new markets and with more Rockit apples than ever landing in stores for the peak sales season.
Due to strong consumer demand, Rockit will celebrate Mid-Autumn Festival in Vietnam for the first time this year, and combined volume into China and Hong Kong has increased more than 15 per cent (2022 vs 2023).
Rockit South-East Asia market manager, Alex Ha said consumer demand is steadily increasing in Vietnam, with Rockit brand awareness jumping to 40 per cent in Q2, 2023 (up from 29 per cent in Q2, 2022).
“We couldn’t be more excited to be bringing Mid-Autumn Festival to Vietnam through a strong omni-channel campaign to build on this momentum, and drive sales in this up-and-coming market,” said Ha.
“Thousands of Rockit gift boxes designed by local artist, Josh Hoang, are on sale across key fruit shops and supermarkets in Vietnam, supported by engaging digital activity, in-store POS displays and sampling sessions to introduce Rockit to millions of new consumers.”
Rockit will also have a significant presence in China and Hong Kong this Mid-Autumn Festival, where it continues to pursue strong opportunities to collaborate and spread goodness as part of its ambition to become the world’s most loved apple brand.
Rockit China mountry manager – sales and marketing, Leon Ai, says the innovative apple brand is excited to have secured a three-month partnership with Keep Marathon, to mark the traditional festival in a new way.
“Hosted by Keep – China’s most renowned fitness training app with 36.4m monthly active users – the partnership will see Rockit fuel thousands of runners at separate events across three cities, with its two-piece packs included in every participant’s goodie bag. Samples of our delicious snack sized apples and Rockit branded merchandise will be available at every event, along with social media competitions encouraging participants to follow and share their photos with us to win a Rockit prize pack,” said Ai.
With Mid-Autumn Festival being a peak consumer demand period in China, Rockit hopes to make a strong impact in-store with POS displays and themed stores to help drive sales of its limited-edition gift boxes. This will be supported by extensive promotional activity on e-commerce platform, JD.com.
“During the first week of the campaign (4-10 September) we saw Rockit sales and visitors to the platform jump over 15 percent and 18 percent respectively, with our Mid-Autumn Festival gift boxes driving 57 percent of the weeks’ sales. With content within the platform driving consumers to our product – and an exciting membership program that rewards our loyal consumers – we expect this trend is set to continue,” says Leon.
In Vietnam, Rockit gift boxes are on sale until 29 September and contain three packs of snack sized apples and a glass drink bottle. The Mid-Autumn Festival promotion continues until the first week of October in China and Hong Kong, with premium Rockit gift boxes containing Rockit apple packs, along with a reusable snack bag in Hong Kong.