For its 30th birthday, Marlene® has launched the Marlene 30th anniversary competition, asking them to show the history and values of the “daughter of the Alps” in their own piece of art. The winners will get real experiences at the Gallo Rosso farmhouses in South Tyrol – Südtirol, seeing Marlene®’s homeland through the lives of the growers who care for the apples every single day.
BOLZANO, 19 September 2025 – Marlene®, the brand that for three decades has been calling its apples “natural masterpieces”, has launched the competition “Marlene® turns 30”. The contest, open until 15 November, invites consumers and fans to take part in this big anniversary.
The idea is to let people draw inspiration from Marlene®’s roots, its bond with nature and with South Tyrol, to create artworks in many forms. From food to music, and from painting to words, the competition is meant as a tribute to the richness of nature and the joy that Marlene® apples bring. At the same time, it’s a chance for everyone to show their creative side and try to win exclusive prizes.
Marlene® has always stood for more than just an apple. It tells a story of land, people and passion. Each variety grows out of the meeting of Alpine climate and Mediterranean sunlight, a mix only found in South Tyrol. Thanks to this, the region produces apples with exceptional quality, the result of the year-round work of the more than 4,000 farmers in the VOG Consortium. Marlene® is not only about taste but also about values and meaning that surround the fruit.
The competition is built in this same spirit, asking people to think about topics such as where the apples come from, the passing of the seasons, the mix of varieties, sustainability, healthy eating, personal memories and the emotional link between the brand and its homeland. The best work should show what is usually unseen, giving attention to the little details that matter most.
“Our 30th year is an important mark, and we chose to celebrate by once again putting the consumer in the middle. With this contest, we want to give space to people’s creativity, asking them to look past flavour and discover the wide world hidden behind every apple. The prizes are real experiences in South Tyrol – Südtirol, where Marlene® was born.
Winners will discover the daughter of the Alps in person, meet the farmers whose passion drives the brand, and enjoy unforgettable moments like time with chef Norbert Niederkofler,” said Hannes Tauber, Marketing Manager at the VOG Consortium. “With Marlene®, VOG can offer the right apple for any time of year, and we want to support that with projects that are engaging and true to what the brand means.”
How to take part and prizes
Joining the contest is simple. People register at 30.marlene.it, pick one of the four categories – literature, music, visual arts or culinary arts – and upload their work, inspired by Marlene®’s 30 years and the values behind it. The submissions will be displayed in an online gallery and reviewed by a jury of experts, who will pick the winners.
The prizes celebrate the real soul of South Tyrol. Winners will stay at Gallo Rosso farmhouses, where they can experience the everyday life of apple farmers. The overall top prize is a 30-day holiday in South Tyrol, to be used within the next five years.
Winners of each single category will receive a one-week holiday voucher in the region, while the culinary arts winner will also get an internship with three-star Michelin and Green Star chef Norbert Niederkofler at Atelier Moessmer. It’s a rare chance to step into a three-star kitchen, something only Marlene® can offer.
The campaign will also reach stores with special edition packaging, in-store materials about the competition, and marketing designed to connect with shoppers right where they buy the apples.
Five years after the success of the 25th anniversary competition – which brought in more than 6,000 entries from 36 different countries – Marlene® once again invites consumers to celebrate “nature’s artworks” by sharing the brand’s values through their own creative voice.
