An apple becomes 25: art contest for Marlene®

When an apple speaks of its roots, introduces its mother and father and then invites you to help shape a great anniversary, then everyone knows that this is no ordinary apple.

Marlene®, private label of Europe's largest association of apple producers, the Association of South Tyrolean Fruit Growers' Cooperative VOG, was positioned as the daughter of the Alps and a unique piece of South Tyrol to bite into, in cooperation with Demner, Merlicek & Bergmann / DMB.

Full of poetry and enjoyment, Marlene® now invites consumers* not only to celebrate its 25th anniversary, but to help shape it. Because this round anniversary triggers different images in everyone's head. In a big art contest, it is now exactly about capturing these pictures - in works of art.

Until November 15th, every participant* has the chance not only to co-create the entire anniversary look of the new campaign with his or her artwork and thus get a Europe-wide stage, but also to win great prizes.

The winner will create the anniversary look with his/her artwork, which will be shown on 100 million apples, packaging, promotional materials, etc. Furthermore, the best entries will be rewarded with 25 pleasure trips to South Tyrol.

With this art competition, we want to give a voice to all those who over the years have never stopped placing their trust in us", says Hannes Tauber, Marketing Manager VOG. "We have chosen art because we believe that it is a universal language which is suitable for telling the story of the efforts of our farmers - namely, to create an apple with unique characteristics which today is appreciated far beyond the borders of South Tyrol. And we want to give a voice to all those who taste and appreciate Marlene® all over the world," Tauber concluded.

The international campaign was developed in cooperation with DMB. in Vienna and can be seen in Italy, Spain, Norway, the Netherlands, Belgium, Cyprus, Malta, Jordan, Libya and Morocco. The art contest is promoted through TV flights, print ads and, above all, online with videos, banners, social media ads and cooperation with influencers via Instagram.

The rush is enormous:

Within a month, there are already over half a million visits and 9,200 registered users. So far 4,831 artworks have been submitted. The works can be viewed at https://25.marlene.it.