British Apples and Pears - Start of Season

Brief

- Only 42% of eating apples sold in UK supermarkets are from Britain 

- British Apples and Pears (BAPL) want to increase market share to 60% by 2030 

- Spider needed to generate press coverage targeting decision makers whilst drumming up social media engagement and awareness to drive demand and put pressure on buyers

Approach

- We enlisted Chef Raymond Blanc and JB Gill to become our ambassadors for the start of the British Apple and Pear season 

    - Who else better to talk about the humble British apple than an iconic French Chef hailing their taste and a mainstream singer turned farmer with a young family 

- We captured both video and still content in a Kent Orchard to use across print, broadcast and social media 

- We also launched the first BAPL sustainability report to educate on the sustainability messaging of buying locally grown

Outcomes

Food & Drink

Results

365
Pieces of consumer and trade press coverage
Clicks
2 million
Unique people reached on social media
Reach
23%
Engagements
Engagement rate across Facebook, Instagram and Twitter
Pieces of coverage
Engagement rate
Reached on social media with targeted ads to reach those who live or work near a store

Brief

- Only 42% of eating apples sold in UK supermarkets are from Britain 

- British Apples and Pears (BAPL) want to increase market share to 60% by 2030 

- Spider needed to generate press coverage targeting decision makers whilst drumming up social media engagement and awareness to drive demand and put pressure on buyers

Approach

- We enlisted Chef Raymond Blanc and JB Gill to become our ambassadors for the start of the British Apple and Pear season 

    - Who else better to talk about the humble British apple than an iconic French Chef hailing their taste and a mainstream singer turned farmer with a young family 

- We captured both video and still content in a Kent Orchard to use across print, broadcast and social media 

- We also launched the first BAPL sustainability report to educate on the sustainability messaging of buying locally grown

Result