British Apples & Pears, renamed an apple, for just one day, to mark this significant occasion.
The special apple was christened EOS, after the Greek goddess of dawn, naturally branded with its new name and the union jack by the team of Scripps and distributed to journalists and politicians outside Parliament on the 31st of January. Small hampers of apples were also delivered to the Prime Minister at Number 10, to radio stations, TV studios and major newspaper and publishing editors. They were accompanied by a statement on Apples being our national fruit and what more fitting way to welcome the new era than to take a bite of a delicious EOS apple. A true Boris bite!
The PR metrics for the campaign – how many people saw messages about British apples, were a total circulation reach of 227,411,070 people who received the Brexit apple news coupled with the core campaign message about eating an apple a day.
The campaign will continue throughout 2020 sharing the message of the health benefits of eating British apples and Pears