British Apples & Pears

British Apples and Pears - Start of Season

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365

Pieces of consumer and trade press coverage

2 million

Unique people reached on social media

23%

Engagement rate across Facebook, Instagram and Twitter

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

Results

Pieces of consumer and trade press coverage

365

Unique people reached on social media

2 million

Engagement rate across Facebook, Instagram and Twitter

23%

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