Giving Borough Market ‘cores’ for a celebration… WINNER, BEST CONSUMER CAMPAIGN: CIPR AWARDS 2015

Britain’s love affair with the apple is no secret – we have been eating them for centuries. So to give Borough Market’s traditional Apple Day a modern twist and help position the market as relevant and forward thinking, we created the first ‘Real’ Apple Store.


To mark Borough’s 1000th anniversary, we exhibited 1000 varieties of the British apple in the form of a colourful ‘apple wall’ while the rarest, oldest and ugliest varieties were displayed on perspex plinths.


Our ‘real’ apple store genuinely captured the public and media’s attention, with 1,200 people turning up to sample the nation’s favourite fruit and hundreds queuing down the street.


More importantly, the event also helped support some of the lesser known apple varieties that are at risk of dying out by raising their profile and providing a campaign to save them.


Coverage went far and wide. With nearly 80 pieces of coverage secured over 3 weeks including ITV News, The Times, Buzzfeed, Evening Standard, Metro,Dazeen and even the US Huffington Post running some great pieces. Results have been exceptional – It has won industry awards across the piste, Borough Market believe it was the busiest Apple Day ever, there was a 324% increase in online brand mentions during the campaign period and 83% of visitors now think Borough is a modern market.  Happy days.

See the film here.

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