BOROUGH MARKET: THE FIRST REAL APPLE STORE
BEST CONSUMER CAMPAIGN AT CIPR AWARDS
How could we build on Borough Market’s heritage to help it reconnect with modern audiences?
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.
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