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The Pink Lady® Range Attracts New Buyers

By Dayeeta Das
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  • Leading apple brand Pink Lady® saw a 22% increase in sales volume last season due to the double roll-out of bulk and tray produce. 

    This increased the brand's visibility, added new consumers, and supported the performance of the apple category. 

    Pink Lady® has confirmed its strong development potential for the coming season with a predicted total harvest volume of 190,000 tonnes of apples. 

    Innovative Trade Marketing Operations 

    To continue to boost the category's momentum and nurture its responsible commitments, Pink Lady® is deploying trade marketing operations through initiatives that combine performance and proximity. These include: 

    • 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 original ways to cook Pink Lady® apples and enjoy a banquet in an orchard

    These operations, posted on Pink Lady® Europe's social networks, led to an 18% growth in consumer engagement on social networks and the brand's loyalty club.

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    A New TV Campaign

    The brand will strengthen its media presence in the coming season with the launch of the all-new Pink Lady® TV campaign, in two waves of original advertisements.

    The first wave includes a season launch, to be aired in weeks 47/48, followed by the second wave in weeks 6/7 of 2021 for Valentine's Day. 

    This television campaign, which targets food lovers, plans to reach more than 250 million viewers per wave. 

    The company will also launch a new press campaign in leading women's magazines.

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    The 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.

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