Pink Lady® performed well last season with 22% additional volume thanks to the double roll-out of bulk and tray produce. This increased the brand's visibility, participated in drumming up new consumers, and supported the performance of the apple category. Pink Lady® confirms its strong development potential for the coming season with a predicted total harvest volume of 190,000 tonnes of apples.
New Trade Marketing Operations
To continue to boost the category's dynamic momentum and nurture its responsible commitments, Pink Lady® is deploying Trade Marketing operations with initiatives that combine performance and proximity:
BeePink: sponsor a hive and discover the essential role of bees in an orchard;
Adopt a Tree: adopt a Pink Lady® apple tree to follow its growth and participate in its harvest;
Pink Cookers: discover the original ways of cooking Pink Lady® apples and enjoy a banquet in an orchard.
These operations, posted on Pink Lady® Europe's social networks, as well as the daily news feed of the Facebook (more than 140,000 fans), Instagram, Twitter, YouTube and Pinterest pages, led to an 18% growth in consumer engagement on social networks and the brand's loyalty club.
A new TV campaign
The brand will have a stronger media presence in the coming season, with the launch of the all-new Pink Lady® TV campaign, which includes two waves of original advertisements: the first in weeks 47/48 for the season launch, and the second in weeks 6/7 for Valentine's Day. This television campaign, which targets true food lovers, plans to reach more than 250 million viewers per wave. It will be bolstered by a new press campaign in the main women's magazines, as well as aimed at opinion leaders.
The aim is to promote the objectives of the Pink Lady® commitment charter, such as responsible farming practices, biodiversity preservation, and ecologically designed packaging. It will complement the brand’s Premium values and be reinforced by strong, converging and continuous digital visibility.
This strategy is in line with the values of the brand, enabling it to improve its reputation, and thus support the recruitment and retention of Pink Lady® consumers!
For more information: www.pinkladyeurope.com