The lure of a trip to Australia has helped more than double sales of Australian Pink Lady® apple packs in UK retailer M&S. It was truly a successful marketing promotion, run by Montague.
Purchasers of the Australian Pink Lady packs were offered the chance to win a week for two in ‘the original home of Pink Lady apples’ in the competition, developed with APAL’s European marketing subsidiary Coregeo, and offered exclusively through M&S in October 2018.
Montague’s Export Manager Claire Fitchett said the competition had attracted over 3000 entries and contributed to widespread social media engagement and strong sales. M&S sales of Australian Pink Lady packs rose an impressive 158 per cent on the previous year, from 78,554 in 2017 to 202,608 in 2018.
“The story of Pink Lady being an Australian apple, with higher sugar and higher colour, and a better-quality product is acknowledged by customers,” Claire said. “But it is an ongoing discussion with customers to justify the higher price due to our high cost of production in Australia. Ultimately, after trying our fruit customers see value in our product”.