RETAIL ACTIVATION: TBA DRIVES ENVY APPLE SUCCESS ACROSS HEMA SUPERMARKETS IN CHINA

TBA successfully delivered a comprehensive retail activation programme for ENVY apples during the 2017 New Zealand season, conducting 26 tasting sessions across multiple Hema supermarket locations in Shanghai.

The activation achieved measurable results across key performance indicators:

• 26 completed tasting sessions with consistent brand presentation
• 668kg total sales volume with average 25.6kg per session
• 182% average conversion rate, demonstrating strong consumer appeal
• On-brand point-of-sale materials deployed across all locations
• Direct consumer engagement through 2,344 product samples distributed

Key strategic insights emerged from the programme:

• ENVY demonstrated higher brand recognition compared to other premium apple varieties in the same retail environment
• Consumer feedback highlighted the product's appeal to Chinese preferences for sweet, red apples
• Direct collaboration with category managers rather than distributors yielded better store positioning and sales data access
• Brand ambassadors reported ENVY was easier to sell compared to other premium apple varieties

The activation revealed important consumer demographics, with purchasers primarily female aged 25-55, including families with children who particularly responded to ENVY's sweet and juicy characteristics. Consumer feedback focused on taste profile, with descriptors including "sweet," "tasty," and appreciation for the apple's visual appeal.

This programme demonstrates TBA's expertise in executing data-driven retail activations that combine immediate sales results with valuable market intelligence for premium produce brands entering the Chinese market.