365
2 million
23%
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
