Retail and cinema tie-in runs across Europe as VOG gears up for July movie release
VOG is bringing a heroic twist to the fruit aisle this summer, teaming up with Warner Bros. Discovery Global Consumer Products to launch a high-impact Superman campaign for its Giga® apple brand.
Timed to coincide with the release of Superman, the new DC Studios film hitting cinemas internationally from 9 July, the campaign will run across multiple European markets. In-store promotions, branded apples, cinema activations and TV advertising will all form part of the effort to boost awareness of Giga® — positioned here as “an extraordinary apple for an extraordinary summer.”
At retail, Giga® apples will feature the iconic Superman S-Shield, supported by themed displays and tasting events. Additional promotional visibility is planned in cinemas, where branded stands and interactive experiences will help link the fruit brand to the superhero’s long-awaited return to the big screen.
A broader media push, including television advertising, will further reinforce the partnership.
“We’re thrilled to join forces with WBDGCP to celebrate the globally recognised DC Super Hero, Superman,” said Hannes Tauber, Marketing Director of VOG. “Through this campaign, we’re excited to create memorable experiences for consumers, whether in store or at the cinema, and invite them to discover the bold flavour of Giga®.”
The campaign reflects a growing trend of fresh produce brands aligning with entertainment franchises to reach younger audiences and families through shared moments — from supermarket shelves to cinema seats.
About the Film
Superman is the first DC Studios feature to be released under its new direction, with filmmaker James Gunn directing from his own screenplay. Described as a modern take on the iconic hero, the film stars David Corenswet (Twisters, Hollywood) as Superman/Clark Kent, with Rachel Brosnahan as Lois Lane and Nicholas Hoult as Lex Luthor.
The cast also includes Edi Gathegi, Anthony Carrigan, Nathan Fillion, Isabela Merced, and Wendell Pierce. The film will debut internationally on 9 July 2025 and in the US on 11 July, distributed by Warner Bros. Pictures.
