Rockit launches global campaign as 2025 export season begins

NEW ZEALAND – Rockit Global is entering its 2025 season with a strong apple crop and renewed energy for its global brand.

The New Zealand-based snack-sized apple marketer expects to export over 230 million apples this year, supported by a new global marketing platform and expanded product line.

“The 2025 season is going to be a big year with over 230mn high-quality, premium Rockit apples forecast to be exported to our global markets,” said Rockit Global chief executive, Grant McBeath.

“We have ambitious but achievable growth targets that we aim to meet through our premium product, and a refreshed sales and marketing strategy that focuses on our shopper experience and distribution to help deliver a good return for our growers.”

To back this growth and bring in new buyers, Rockit is rolling out several new product formats. These include a Snack Pack for impulse purchases, a Daily Pack for regular consumption, a Family Pack for group settings, and Gift Packs designed for festive seasons and special moments.

Julian Smith, Rockit’s general manager for global marketing, said that more people around the world are recognizing and enjoying the apple’s unique appeal.

“Global consumer awareness and engagement for Rockit is continuing to improve each year, with 86 per cent of premium consumers recently surveyed stating they love Rockit apples,” he said.

Smith noted that the new packaging and product formats were developed to match everyday needs. The campaign, called Rockit Every Little Moment, will connect with buyers through simple, relatable moments.

“We will launch our new product marketing and consumer-led campaign across all global touchpoints, together with our well-loved, cheeky brand character, Rocki for high sell through and consumer appeal,” Smith said.

“Early feedback from our global markets suggests that this will be a significant step for the Rockit brand to connect to millions of new consumers with our point of difference, and our approach to marketing a kiwi horticultural product in a global consumer-led way.”

Strong outlook backed by supply chain readiness

Rockit says it is ready to meet increased demand thanks to steady supply and improved logistics. The company remains focused on delivering consistent quality while building stronger ties with retailers and distributors across its markets.

“We are excited about what lies ahead of us for 2025,” McBeath said. “The Rockit proposition is great, the product and brand are world class, and we are confident that the demand is there to meet this year’s growth.”

In another recent development, Rockit received recognition at the Asia Fruit Awards, winning the 2024 Marketing Campaign of the Year.

The award highlights the brand’s creative marketing and focus on healthy snacking, which the judges praised as fresh and engaging.

With its 2025 campaign now active, Rockit is positioning itself for a strong year backed by a solid crop, growing global reach, and a marketing approach that keeps consumers front and centre.

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