New Zealand Rockit apples offered as mooncake alternative

New Zealand brand Rockit is positioning its snack-sized apples as an alternative gift option for the Mid-Autumn Festival in China, one of the country's peak periods of consumer demand. The company launched its campaign on 24 September with an event at Fresh Hippo (Hema) headquarters in Shanghai, continuing through early October across both retail and digital channels.

According to Rockit China Brand Manager Belinda Zhu, the initiative combines online and offline activities, including key opinion leader (KOL) collaborations, search advertising, user-generated content, and retail activations. Premium Rockit gift boxes with paper-cut designs and seasonal messaging were part of the campaign, contributing to higher sales at Hema's flagship store in its first week.

Rockit General Manager for Greater China, Cullen Zhang, said the opening phase had generated a strong response from consumers. He noted that the company also introduced a Gold Selection range of limited-edition apples, available exclusively in Ole's stores ahead of the festival, targeting China's premium retail segment.

The campaign includes e-commerce promotions and outdoor media, designed to maintain visibility through the holiday period. Rockit has stated that collaborations with Chinese retailers such as Hema form part of its broader strategy to strengthen its market presence.