Waitrose and Worldwide Fruit Ltd have launched a striking campaign to showcase their commitment to homegrown British produce with the creation of a bespoke JAZZ™ apple tractor and trailer sampling display.
Aiming to put British apples in the spotlight like never before and highlight how JAZZ™ has famously extended the British apple season, the tractor debuted at Waitrose’s flagship store in Canary Wharf, London, in April.
The eye-catching display and six-day sampling activity coincided with celebrations for the 20th anniversary of JAZZ™ apples being grown in Britain and saw the variety sampled to scores of people each day, highlighting the distinctive tangy-sweet taste and origin of the apples.
British JAZZ™ apple growers including Simon Bray and Robert Hinge also visited the store during the week to lend their support and speak to consumers about why buying British is so important.
JAZZ™ is the 2nd biggest selling apple variety across Waitrose, and the chain has sold over 1.3 million kgs of British grown fruit since the Northern Hemisphere season began in November. Waitrose also previously showed its support to British growers through an in-store window display last year on Oxford Street, London.
Hannah McIlfatrick of Worldwide Fruit Ltd said:
“We’re thrilled to continue to partner with Waitrose on this campaign to highlight the ongoing British JAZZ™ apple season, its special 20th anniversary and raise awareness of the high-quality fresh produce grown right here in the UK. Celebrating the dedication of British growers, the interactive display provided the perfect platform to showcase British JAZZ™ and it’s been fantastic to see and hear the reaction from customers in store.”
Jess Street, Waitrose Apple Buyer, said:
“It’s no secret that our customers love to support and buy British wherever they can, and with JAZZ™ apples proving a firm favourite we jumped at the opportunity to celebrate both our British Growers and the 20th anniversary of British JAZZ™.”
For more information visit:
Website: www.jazzapple.com/uk/
Facebook: www.facebook.com/JazzAppleUK
Instagram: @jazzappleuk
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