Fruitmasters | Tessa Appel
About
This campaign was developed for Tessa®, a 100% Dutch apple brand that stands for quality, character, and national pride. In the run-up to the 2026 Winter Olympics, the brand connects itself to the Dutch skating season. Together with Jumbo, we created an integrated campaign designed to boost visibility, brand experience, and in-store sales.
Project Briefing
The goal of this project was to design a complete campaign identity for a nationwide promotion: Win an ice skating trip to Milan. The campaign needed to highlight the unique father–son connection between Erben and Joep Wennemars.
The visual style had to be adaptable across all campaign assets, including social formats, online banners, a landing page header, in-store activation, and on-pack materials. Consistency, recognizability, and an energetic, action-oriented tone were key requirements.
Campaign Design
I developed a visual that connects top-level sport, family pride, and Tessa® as a symbol of Dutch quality. This visual served as the foundation for all campaign extensions.
For social media, I designed static assets in multiple formats to keep the CTA and promotion clear and compelling. Digital deliverables included an online banner and the header for the campaign landing page.
In-store activation focused on visibility and conversion: POS materials, floor stickers, and an on-pack promotion with QR code ensured easy participation for shoppers. Packaging was extended with a campaign-themed header card and sticker, maintaining a cohesive narrative across every touchpoint.
By building all assets from one strong visual identity, the campaign stays consistent, recognisable, and equally impactful across channels.
Deliverables
Design
Campaign visual
Static social visuals in 16:9, 1:1, 4:5, and 9:16
Retail & Activation
In-store activation (floor sticker in campaign style)
POS materials
On-pack activation (packaging with QR code)
On-pack header card (campaign visual extension)
2025
Campaign Design
