For more than a decade, we partnered with Montague Farms to grow its Jazz apple into Australia’s leading premium varietal and strengthen recognition for the full varietal portfolio.

Our work spanned national PR, media relations, events, partnerships and seasonal campaigns across the agribusiness, all designed to change how consumers think about apples. By educating shoppers on flavour, texture and seasonality, we helped shift the category from habitual buying to informed, varietal-led choice. This brought CPG brand strategy to a category long defined by habit, shifting attention from commodity apples to branded varietals.

Jazz sat at the centre of this program, supported by its sister varietals, Envy, Smitten, Eve, Ambrosia and Yello. We delivered nationwide storytelling through grower profiles, chef collaborations, nutrition messaging and high-reach broadcast moments on Australia’s most-watched breakfast television. Seasonal campaigns generated millions of impressions each year, amplified through experiential tastings, ambassador alignment, influencer sampling, recipe development and major sponsorships across fitness and food culture.

Across ten years, this work helped secure Jazz’s position as Australia’s number one apple brand by sales, elevated awareness of Montague’s varietal ecosystem and contributed to Montague’s continued growth within a $647 million national category.