With 166,000 tonnes produced last year, apple brand Pink Lady achieved its highest-ever volume of apples sold, and the sharpest growth from one season to the next (over 40,000 tonnes), despite unfavourable market conditions.
This year looks just as promising. This autumn’s ideal weather conditions, with sunny days and cool nights, have given the fruit a lovely colour and high sugar content. This bodes well for a high-quality product on store shelves from 5 November onwards.
360-Degree Communication
Pink Lady is working hard to meet its targets in terms of recruitment and loyalty (increasing frequency of purchase and volumes purchased). Meeting this aim will require the company to successfully assist retailers, win over shoppers with innovative campaigns, and build an even closer relationship with them.
On the retail side, this, of course, requires increasingly customised support for store chains and the rise of new sales incentives, including a designer shopping bag, which was offered with purchases of large volumes. Around one million bags were offered during the last campaign.
In addition, the Pink Bonnet – another special offer from the group – was well received by customers, and meshed the brand's natural appeal with current trends in knitting and home-made crafts.
Consumer Campaign
On the consumer side, Pink Lady is maintaining its strong TV presence with a substantial media plan separated into three periods: the launch of the campaign in November, Valentine’s Day, and the start of spring, in late March. The first wave will be composed of a 100-per-cent TV campaign in several key markets, including Germany, France, Belgium, Italy, Spain, the Netherlands, Ireland, Denmark and Norway. This drive will feature alternating standard ten- and 15-second commercials and special formats in weeks 46 and 47 on major national TV stations. According to Pink Lady, the campaign will generate over 250 million contacts in November, enriching the brand’s premium values and helping to win it points in terms of awareness.
This season will also see Pink Lady's digital presence significantly increase, with the expansion of the Pink Lady consumers’ club (which already boasts 70,000 members) and the creation of specific content for its Facebook (with over 130,000 fans), YouTube and Pinterest pages, which actively contribute to building a special relationship with consumers.
© 2015 European Supermarket Magazine – your source for the latest retail news.
