Montague
The Brief
Starting in 2006 the team at Hatching Communications have been working with Montague crafting communications programs for their corporate office, trades services and the extensive range of products in the apple and stone fruit area.
The campaigns and communications strategies have supported the company tell their story including the launch of one of Australia’s most popular new apple varieties Jazz™. Recently Hatching has crafted and delivered programs to support Smitten™, eve™, envy™ and yello™ in consumer-facing campaigns, content creation and television integration.
The Strategy
Created key messages and launch campaigns for each of the new Montague apple varieties Jazz™, smitten®, eve™, envy™, ambrosia™, yello™ as well as their range of stone fruits including Montague tree plums and Croc Eggs™.
Led the delivery of consumer-facing events, in all states of Australia aligned with seasonal launches.
Achieved significant editorial and influencer engagement through strategic engagement programs.
The Results
Print, broadcast, online and social media exposure was delivered across wide-ranging and far-reaching media with everything from major national television broadcasts and newspapers to small regional publications supporting all apple brands.
Hatching has successfully positioned Montague’s consumer-facing apple brands in the Australian landscape with many of the new varieties having instant unprompted consumer recognition.