BOROUGH MARKET: THE FIRST REAL APPLE STORE

 
Icon Award  copy.png

WINNER

BEST CONSUMER CAMPAIGN AT CIPR AWARDS

 
borough .png

The Head-Scratcher

How could we build on Borough Market’s heritage to help it reconnect with modern audiences?

 

The Idea

To mark Borough’s 1,000th anniversary, we created the first ‘Real’ Apple Store by exhibiting 1,000 varieties of the British apple in the form of a colourful ‘apple wall’. 1,200 people turned up to sample the nation’s favourite fruit, hundreds queuing down the street to get a look at old, rare and unusual varieties that had been at risk of dying out. 

 

The Result

Our activation and media campaign genuinely captured attention, helping position the market as relevant and forward thinking.

 

  • 324% increase in online brand mentions during the campaign period 

  •  80 pieces of coverage in 3 days - ITV, The Times, Buzzfeed, Evening Standard, Metro, Dazeen, US Huffington Post

  • Named a top ten installation of the year by Dezeen Magazine

  • Sales from apple traders at Borough Market reported a 400% increase in sales 

  • Won Consumer Campaign of the Year (CIPR Excellence Awards)

 

From the Heart…

“The team was professional, hard-working and relentless in securing coverage. Apple Day was an extremely effective campaign for us and we look forward to more of the same this year.”  

Kate Howell, Director of Development and Communications and Deputy MD 

THE REAL APPLE STORE

SHARE THIS

 
Mandy Sharp