The 2017-2018 season has enabled Pink Lady® to consolidate its leading brand position in all European markets, in a somewhat unusual market context.
This season also saw the sector’s corporate social responsibility (CSR) commitments put into meaningful action. It has been an encouraging start to an eventful summer.
A Season To Consolidate Pink Lady®’s Position
The 2017-2018 apple season has enabled Pink Lady®’s dynamic growth to continue in all European markets, and to confirm good progress in other destinations with development potential.
Some 175,000 tonnes of Pink Lady® will have been marketed (-3% vs n-1) at an accelerated clearance rate (+11% at the beginning of May versus 2016/17). Three markets stand out this season: Germany, which crossed the 50,000-tonne mark; the UK, with nearly 30,000 tonnes; and France, with 22,000 tonnes, i.e. a rise of 14%.
In terms of market share gains, Belgium leapt to 42%, followed closely by Germany (40%) and the Netherlands (21%). Spain also demonstrated strong growth, with 17% in volume and 20% in market shares, with 7,066 tonnes this season.
In a context where European production is down by 22%, Pink Lady® achieved good results, thanks to its decision to pursue a ‘conquest’ strategy, driven by five key objectives: to control its positioning; to maintain the intensity and originality of promotional campaigns; to constantly increase image and digital communication; to promote its social responsibility commitments; and to guarantee quality as much as possible.
Social Responsibility At The Heart Of The Strategy
This season will also be marked by the scale of the brand's social responsibility strategy and its numerous actions: Pink Lady® Day, Pink Lady® Talents, the Bee Pink programme, its presence at the International Agriculture Fair in Paris, and the mobilisation of numerous professionals and experts in the Production and Bio technical groups.
All of these values, initiatives and reassurances meet the societal expectations of our consumers and partner brands, and are now, more than ever, at the heart of the brand's concerns.
Beyond these results, Pink Lady® is already looking to the summer season and the 2018/19 campaign to continue innovating and endorse this great performance.
Pink Lady® Meeting With Consumers This Summer
To mark the summer season, Pink Lady® will communicate via several campaigns and repeat events, as follows.
A New Wave Of TV Ads
Pink Lady® will return to screens in Weeks 25 and 26 on the national and digital channels in six countries: Germany, Belgium, the Netherlands, Ireland, Norway and Denmark.
This new wave of TV spots for true foodies should reach 60 million people, with an average coverage of 60% of the brand's target market. The aim is to support an ambitious first summer season, right from the start.
A European Team Braving The Waves
For the second time, Pink Lady® is supporting a crew during the Tour Voile 2018. This year, the crew includes five European skippers (Belgian, German, French (x2) and Italian). This multicultural crew will have to demonstrate determination and work together to go as far as possible in the competition.
Through this event, which truly echoes the sector’s values, Pink Lady® will gain great visibility in the media, and it will have numerous opportunities to meet with consumers via its events ashore during the trials, not to mention the opportunity to support talented young sailors.
Food And The Challenges Facing Society
On 2-8 July, Pink Lady® is organising an exhibition about food during the Rencontres de la Photographie festival in Arles, France.
This will be an opportunity for visitors to discover the winners of the Pink Lady® Food Photographer competition and view their eclectic shots from around the world, as well as compositions by Italian photographer Maurizio Galimberti, who will create a work ‘live’ on the exhibition’s opening night.
This event represents an opportunity for Pink Lady® to gain momentum by promoting the industry’s values and reflecting on the issues raised by food production in our society, through art.
Donauinselfest Festival
On 22-24 June, Pink Lady® will meet Austrian consumers with a stand at the Donauinselfest festival in Vienna. With three million visitors expected, this family event represents a great opportunity for Pink Lady®, which will offer tasting samples and distribute tote bags and leaflets. This particular event is expected to reach 60,000 people.
The Pink Lady® Truck On The Road In Germany
From 15 June to 15 July, the Pink Lady® truck will visit four German cities: Munich, Hamburg, Cologne and Frankfurt. It will stop in shopping-centre car parks and near any public viewing spots set up for the 2018 World Cup. The Bulli Van, painted in Pink Lady®’s colours, will offer a relaxation area with apple tasting, tote bags, and the opportunity to take part in a contest with 75,000 people.
© 2018 European Supermarket Magazine – your source for the latest retail news. Sponsored content. Click subscribe to sign up to ESM: European Supermarket Magazine.
