Pink Lady heads for instore and experiential marketing push
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It’s been a record year for Pink Lady apple sales, with the latest estimate showing the brand expects end of year figures to show sales in excess of 3 million cartons (12.5kg). To the end of November, Pink Lady sales were up by 15% on the previous year, with November alone showing a 40% rise on the same period last year.
Andy Macdonald, managing director at Coregeo, master licensor for Pink Lady in the UK, comments: “It’s been an exceptional year for Pink Lady and we’ve experienced very strong growth despite the on-going grip of the recession in the UK. We believe this reflects the high quality of the product on offer and the premium eating experience for the consumer.
“However,” he continues, “we have also benefitted from our considerable investment in a widespread marketing and PR campaign to raise awareness of Pink Lady apples which has delivered great results for us this year. We have big plans for 2012, too, and hope to see sales continue to rise as we increase our investment in marketing Pink Lady® to consumers both above and below the line.”
While 2011’s successes are to be celebrated by Pink Lady the brand is not resting on its laurels: January 2012 will see its biggest ever nationwide promotion, involving all major retailers (except Asda and M&S). A four-week on-pack promotion will lead to one lucky person winning a Pink Lady-branded Fiat 500, plus over 200 runner up pink prizes including Apple iPods, Kindles and digital cameras. The competition launches on 15th January and will be promoted both in-store and via the social media channels of Pink Lady.
Other marketing activity planned for 2012 to support Pink Lady includes an advertising campaign, both print and online, direct-to-consumer experiential marketing and PR. The brand is also the headline sponsorship of the inaugural international Pink Lady Food Photographer of the Year, a set of international awards that will acknowledge and give acclaim to the very best in food photography from both professionals and amateurs. For more information please visit http://www.pinkladyfoodphotographeroftheyear.com/home
