From 20 June to 31 July, Pink Lady® will launch 'Summer Time', a competition in which participants can enter online to win a holiday and many other Pink Lady® prizes.
The competition aims to be both educational and fun, encouraging people to learn about Pink Lady® orchards and recipes. Specially designed packaging will be developed for apple punnets to increase visibility among consumers.
The competition will follow a major media campaign by the group, which will launch a TV and digital media campaign in six countries: Germany, Belgium, the Netherlands, Denmark, Ireland and Norway, as well as a poster campaign in Sweden. The spots will announce the summer competition in the tagline.
Pink Lady® will also meet with consumers in Germany via a roadshow that will be brought to six cities during the month of August. This event will offer a lounge, with free tastings and merchandise on each day of the roadshow.
In Austria, Pink Lady® will attend Vienna’s Donauinselfest from 24 to 26 June 2016, to meet with a potential 3.5 million festivalgoers.
In Belgium, it will join the Elle Summer Tour and offer tastings during eight urban events across Belgium in July and August. Chef Steve Buelens has created a Pink Lady® Hibiscus juice for the event.
Finally, in France, Pink Lady® has chosen a 100-per-cent digital campaign in partnership with major culinary resources, such as Marmiton, for the month of July. The brand will create specific affinity marketing content, such as videos, articles and live recipes, in partnership with former Top Chef participant Yoni Saada.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by John Golden. To subscribe to ESM: The European Supermarket Magazine, click here.
