Leading apple brand Pink Lady® saw a 22% increase in sales volume last season due to the double roll-out of bulk and tray produce.
This increased the brand's visibility, added new consumers, and supported the performance of the apple category.
Pink Lady® has confirmed its strong development potential for the coming season with a predicted total harvest volume of 190,000 tonnes of apples.
Innovative Trade Marketing Operations
To continue to boost the category's momentum and nurture its responsible commitments, Pink Lady® is deploying trade marketing operations through initiatives that combine performance and proximity. These include:
- BeePink: sponsor a hive and discover the essential role of bees in an orchard
- Adopt a Tree: adopt a Pink Lady® apple tree to follow its growth and participate in its harvest
- Pink Cookers: discover original ways to cook Pink Lady® apples and enjoy a banquet in an orchard
These operations, posted on Pink Lady® Europe's social networks, led to an 18% growth in consumer engagement on social networks and the brand's loyalty club.
A New TV Campaign
The brand will strengthen its media presence in the coming season with the launch of the all-new Pink Lady® TV campaign, in two waves of original advertisements.
The first wave includes a season launch, to be aired in weeks 47/48, followed by the second wave in weeks 6/7 of 2021 for Valentine's Day.
This television campaign, which targets food lovers, plans to reach more than 250 million viewers per wave.
The company will also launch a new press campaign in leading women's magazines.
The strategy is in line with the values of the brand, enabling it to improve its reputation, and thus support the recruitment and retention of Pink Lady® consumers.
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