For this coming Valentine’s Day, Pink Lady® is offering you the chance to be a ‘Lucky Lover’ by entering a competition on its website between 11 January and 14 February 2016.
The idea behind the 'Lucky Lover' competition is based on instant-win scratch cards. Three Valentine-themed backdrops have been created, upon which six hearts appear. The participant must choose two hearts, and if they discover two Pink Lady® apples, they win one of the following: mini speakers, Laguiole knife sets, or a pair of luxury dressing gowns. In addition, a prize draw will also be organised, offering a top prize, which is a romantic trip for two.
The competition will be advertised on social media and on all Pink Lady® packaging (stickers on punnets and bulk), and for the first time ever, the competition will be available on smartphones and tablets via the mobile version.
Major Campaign
Pink Lady® is also taking this opportunity to pursue its media campaign, with a second phase scheduled for weeks 5 and 6. This 100% TV campaign, supported by digital, will be developed in all markets in which Pink Lady® is available – France, Germany, Italy, Spain, Belgium, Denmark, Norway, the Netherlands, Ireland, Austria and Portugal – except Sweden, where a poster campaign will be implemented. This campaign, reinforced by a web presence, should generate over 250 million contacts.
In-Store Events
As for trade marketing, the teams have worked very hard to propose and implement over 160 tailor-made initiatives in stores across Europe, with customer competitions, events and in-pack prizes to liven up the aisles.
Inspiration For Top Chefs
Pink Lady® isn’t stopping there. It has teamed up with renowned pastry chef Christophe Adam to create a rich and unique dessert. The Tatin Barlette combines apple with vanilla and orange to highlight the fine work of our producers, who take care of Pink Lady® every day. A limited edition, this dessert will be offered at Water Bar, Colette, Paris during Valentine’s week. There will also be the opportunity to win a dozen desserts through a competition to be run in female-orientated press.
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