Bramley Apple Week Success

The Bramley Campaign is celebrating the success of Bramley Apple Week, which reached more than seven million people.

During the week, Bramleys were featured extensively on national and regional television, in the national and regional newspapers, weekly and monthly magazines and online. In total, the Campaign achieved an equivalent advertising value of over £112,000 and saw a 50% rise in the number of online visitors to bramleyappes.co.uk.

This year, Bramley Apple Week focused on the apple’s versatility, with a series of new recipes highlighting Bramley’s many uses beyond pies and crumbles. The campaign teamed up with BBC Magazines to produce a special insert in the hugely popular Easy Cook magazine, which has a readership of more than 200,000. It contained a selection of recipes developed by the BBC Good Food team, including Bramley Rarebit and Bramley Apple Toffee Crumbles, that demonstrated the Bramley’s versatility and ease of use,

Coverage highlights of the week include:

• Coverage of the fast family favourites recipes in top magazines; Chat, Cook Vegetarian, People’s Friend, Sainsbury’s Magazine, Easy Living, Woman and Woman’s Weekly.
• Phil Vickery celebrated Bramley Apple Week on This Morning by cooking fragrant poached beef with Bramley apples.
• James Tanner and James Martin celebrated on Saturday Kitchen by cooking fillet of pork with a Bramley apple sauce.

Campaign chairman, Adrian Barlow says: “Bramley Apple Week was a tremendous success. We were able to build on the momentum of last year’s bicentenary and continue to make a real impact with consumers.”

The graphs below show the coverage achieved from September 2009 to February 2010 and demonstrate the widespread success of the campaign’s activity, which has increased consumers’ exposure to the nation’s favourite cooking apple.

NEWS BY DATE

September 2009: 93 clips
October 2009: 124 clips
November 2009: 68 clips
December 2009: 43 clips
January 2010: 39 clips
February 2010: 54 clips

CIRCULATION FIGURES

September 2009: 23,837,585     
October 2009: 9,430,016
November 2009: 11,716,384
December 2009: 15,760,272
January 2010: 7,100,034
February 2010: 5,777,351

NEWS BY MEDIA

ADVERTISING EQUIVALENT VALUES

Bramley Apple Week generated particularly extensive coverage, especially with Phil Vickery cooking with Bramleys on ITV’s This Morning and James Tanner on BBC’s Saturday Kitchen.