Pink Lady® campaign confirms no.1 position in UK

Coregeo® has just completed an integrated Snackisfaction® campaign for Pink Lady® in the UK. The campaign was launched in April after it commissioned a ground-breaking Pink Lady® Scale of Snackisfaction® from renowned research specialists Leatherhead Food Research, designed to show for the first time how subjective emotions such as guilt or excitement can influence the satisfaction rating of a sensory experience.

The fresh produce brand marketing specialist is the master licensor in the UK for the iconic Pink Lady® brand which, according to the latest Kantar data, holds over 37% of the branded fresh produce market.

Commenting on Pink Lady®’s recent success, Michelle Toft, Chief Marketing Officer at Coregeo® said “It’s no surprise to us that the Snackisfaction® campaign was a huge hit with consumers because Pink Lady® is fast becoming the fresh-fruit snacking favourite for the growing number of consumers who recognise its uniquely satisfying combination of taste, texture and refreshing nutritional qualities. In fact Pink Lady® excelled in terms of tastiness and appearance and overall was more snackisfying than other types of snacks, showing that it’s a serious contender as a satisfying snack.”

The Scale of Snackisfaction® was devised to measure how Pink Lady® apples perform against other popular snacks and was part of a wider campaign that gave consumers the opportunity to win Snackisfaction® prizes for their workplace and engaged the public with experiential sampling activity.

The activity was implemented by PR and social media experts MCG PR. It tested the apples against six other snacks with Pink Lady® found to offer the most Snackisfaction® thanks to its unique combination of feel-good qualities, sensory appeal and taste.

During the experiential activity masterminded by experience agency TRO, 80,000 Pink Lady® apples were distributed, coverage generated over 345,500 opportunities to see and Twitter activity rose by 11 per cent. This, coupled with continuous investment in quality control and standards, has given proven results with a nine per cent year to date growth.

The Snackisfaction® campaign followed the launch of new websites and advertising creative in March, for both Pink Lady® and the Chinese kale and broccoli hybrid, Tenderstem®, also represented by Coregeo®.

For more information:
Kyla Flynn or Katy Meehan
MCG PR
Email: [email protected]
www.coregeo.co.uk