{"id":631441,"date":"2026-09-21T13:46:11","date_gmt":"2026-09-21T13:46:11","guid":{"rendered":"https:\/\/www.newsbeep.com\/ie\/631441\/"},"modified":"2026-09-21T13:46:11","modified_gmt":"2026-09-21T13:46:11","slug":"marlene-urges-consumers-to-enjoy-gift-of-nature-news","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/ie\/631441\/","title":{"rendered":"Marlene urges consumers to enjoy \u201cgift of nature\u201d | News"},"content":{"rendered":"

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With its new campaign to welcome in the autumn, \u2018Enjoy the Gift of Nature\u2019, Marlene apples are strengthening direct dialogue with consumers, according to VOG, the Consortium of South Tyrolean Fruit Growers\u2019 Co-operatives,\u00a0inviting them to \u201crediscover the apple as a gift from nature\u201d.<\/p>\n

\u201cBuilding on the initiatives that over the years have celebrated the apple as a work of art created by nature, today the brand presents an even more direct and explicit invitation to consumers: to experience the apple as a true gift of nature rediscovered through its unique flavours, textures and the many ways it can be enjoyed, enriching the range on the shelves,\u201d VOG-Marlene stated.<\/p>\n

Marlene aims to go beyond simple descriptions of flavour to highlight the quality, origin and values of its apples, stressing the heritage behind every fruit, including the land and the dedication of over 4,000 Marlene apple growers.<\/p>\n

\u201cFor some time now, our narrative has centred on Marlene\u2019s special bond with nature,\u201d said Hannes Tauber, marketing manager at VOG. \u201cWe did this last year with the creative competition to mark our 30th anniversary, which, by portraying the apple as a natural masterpiece, invited people to draw inspiration from its world to create genuine works of art, literature, music or cuisine. And we\u2019re doing so today with this campaign, which brings the value of Marlene even closer to home: not just high-quality apples, but an invitation to enjoy the gift of nature. A direct message that responds to consumers who are increasingly looking for brands with a clear identity in which they can see themselves reflected and which, at the same time, offers our business partners a recognisable and consistent narrative that is also full of new ideas and opportunities for engagement.\u201d<\/p>\n

The campaign is set to be rolled out through an integrated plan of coordinated activities, including in and out of store. The goal is to make the message instantly recognisable, while exploring content relating to the different varieties and their diverse aromas, flavours and uses.<\/p>\n

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\u201cThe distinctive elements of the Marlene world form an integral part of the campaign, designed to guide consumers as they discover the apples and their origins,\u201d VOG revealed. \u201cThe Aroma Wheel will help consumers choose between the different varieties, describing their flavours, aromas and textures, whilst the food pairing projects will suggest new and simple combinations to use apples in cooking.\u201d<\/p>\n

A collaboration with Norbert Niederkofler will also see the three-Michelin-starred chef showcase the culinary potential of Marlene apples.<\/p>\n

\u201cWith \u2018Enjoy the gift of nature\u2019, Marlene reaffirms the strength of a well-established and loyal brand that embraces evolution: it continues to listen to consumers and offer them fresh inspiration, transforming every interaction into an opportunity for inspiration and discovery,\u201d VOG said. \u201cThis approach is based on a consistent narrative across all touchpoints with consumers, offering retail partners new ideas to showcase the product and guide consumers in discovering it.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"Show Fullscreen With its new campaign to welcome in the autumn, \u2018Enjoy the Gift of Nature\u2019, Marlene apples…\n","protected":false},"author":2,"featured_media":631442,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[61,60,80],"class_list":["post-631441","post","type-post","status-publish","format-standard","has-post-thumbnail","category-technology","tag-ie","tag-ireland","tag-technology"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/posts\/631441","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/comments?post=631441"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/posts\/631441\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/media\/631442"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/media?parent=631441"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/categories?post=631441"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ie\/wp-json\/wp\/v2\/tags?post=631441"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}