Earlier this month, consumers were introduced to the world’s first pink pineapple. Yet even before the Pinkglow Pineapple was unveiled on October 12, Fresh Del Monte PR partner BML Public Relations was confident the launch would be successful.
“From the minute we started pitching it and getting ahead of it, media contacts were all in, super-intrigued and looking forward to receiving it,” said BML president and CEO Brian Lowe. “We knew we were going to have a strong launch based on that demand upfront.” BML took a straightforward media relations and product sampling approach, pitching the news to consumer, business, food and pop culture publications, as well as morning and late-night shows. The PR firm focused on earned media because the product is unique, giving it a solid potential story angle.
“We knew we didn’t have to complicate it with a number of other tactics in the mix out of the gate,” Lowe told campaignasia.com. The effort resulted in 730 stories and a mention in Jimmy Kimmel’s monologue. With the product in development for more than 15 years, Del Monte’s comms team wanted to ensure it put the proper time, planning and care into its launch, explained Pablo Rivero, Del Monte Fresh VP of marketing for North America.
“We really wanted to make sure that all of our communication not only told the story of the Pinkglow Pineapple, but also made our consumers experience the feel of the product and as if they were being transported to a remote Costa Rican paradise,” Rivero said.
“While some consumers may be surprised to receive their Pinkglow Pineapple without a crown, we hope that they will be happy to know that new Pinkglow Pineapples are grown by planting existing pineapple crowns in the ground, in an effort to increase the volume of the crops and reduce waste,” said Rivero.