Sassy™ - The Apple with Attitude

BRAND STRATEGY | CREATIVE DIRECTION | GLOBAL MARKETING | COMMUNICATIONS

Sassy™ is a premium New Zealand apple with a bold personality to match: deep red, distinctively conical, and born from over 12 years of breeding research. When Sassy’s owners at Next Generation Apples first approached Eleni, the variety didn't yet have a name, it was a numbered trial, planted only by the owners, with commercial potential but no identity, no story, and no route to market.

Eleni led the naming and visual identity development, and built out a full suite of packaging and point of sale materials across retail formats for markets including the UK, Asia, New Zealand, and Australia. She developed and managed the global marketing framework, co-built and coordinated a licensee network across six countries, and ran the ongoing marketing mix: campaigns, photoshoots, trade media, social content, retail activations, and pitch decks for new market entry.

Sassy™ is now sold in ten markets worldwide, listed at premium retailers including Tesco and Marks & Spencer in the UK, Costco in Australia, Carrefour in Taiwan, and Makro in Thailand. The brand's commercial traction can also be seen in the orchard; growers in the UK, South Africa, Azerbaijan, and New Zealand have committed to commercial scale plantings, with further trial trees in Italy, France, Canada, and China.

The Sassy™ account has transitioned seamlessly into Anther Brands, which now runs the full global marketing programme, including brand & marketing strategy, in-market activations, PR, social, and ongoing licensee coordination across all territories.

10

10 export markets including China, Vietnam, UK, Thailand