For the second year running, Joya® partnered with one of France’s historic music festivals, Les Francofolies, to create a harmonious on-site experience, with the delicious combination of fruit, fun and freshness further amplifying the festival’s buoyant energy.

Delivering strong brand visibility and meaningful engagement with the primary target audience of 30–50-year-olds, the activation was designed to create an authentic and memorable brand experience by strengthening brand activity and connection.

Perfectly positioning Joya® as the refreshing summer snack of choice, the apple’s juicy, invigorating taste offered a natural and stamina-boosting treat during the festival’s three jam-packed days. The activation was also a wonderful way to celebrate French culture and local apple production over the northern hemisphere summer.

Ahead of the festival, over 7,000 visitors engaged with the online platform, with strong consumer interest and an impressive 80% conversion rate. During the event, the dynamic three-day activation saw more than 12,000 apples distributed through engaging brand-driven activities, with branded tricycles, a music blind test area and mobile displays ensuring high visibility along the main alley.

The data-led marketing strategy defined objectives for both the morning and afternoon, with building connection the focus of the morning and afternoons devoted to driving reach.

In the morning, a qualitative approach encouraged conversations and deeper brand engagement through music blind tests, discussions and consumer questionnaires. The delicious result? Festival-goers discovered Joya® through memorable and playful moments, enhancing the brand’s joyful identity and cementing it in the minds of consumers.

During the afternoon, a quantitative strategy focused on driving reach and visibility, distributing apples and branded flyers during peak times.

Seizing the opportunity to gather on-the-ground consumer insights, a survey was conducted at the event, collecting responses from over 700 participants on apple consumption habits and preferences. The results spoke for themselves, with Joya® receiving an 85% positive rating and an average score of 4.3 out of 5.

Overall, the festival activation was a resounding success, building on the brand recall among attendees from last year’s presence. With a sea of sunny-yellow Joya® hats dancing in the crowd as the beats rolled on, there were nothing but good vibrations.