Pink Lady's Seductive Saint Valentine's Promotions
Published on Feb 4 2014 9:40 AM in Fresh Produce
Pink Lady is celebrating Saint Valentine’s Day with a powerful communications campaign, comprised of three main elements.
1/ Saint Valentine’s Game! from 15th January to 16th February
Share a little love and some prizes every day, that’s what the Pink Lady Saint Valentine’s Game promises! From 15th January, fans can visit the Pink Lady Europe Facebook page and try their luck at picking apples with a simple click of a mouse in an interactive game!
Every day you can stock up on hundreds of Pink loyalty points, to be won instantly and used for a shopping spree in their online shop!
A big prize draw will take place on Tuesday 14th February for all entrants of the game. You could win romantic trips for two or a dream holiday. What could be better than a romantic adventure for Saint Valentine’s Day?
To play, click here! https://www.facebook.com/pinkladyeurope
2/ A strong media campaign
To support this key phase in the year, a communications campaign will be in operation across the whole of Europe. In Ireland, this campaign will generate 27 million contacts, including 22 million for Ireland alone and 79% coverage of the target audience (25-49 year olds) through the main terrestrial and satellite channels, giving a GRP value of 530.
3/ A trade marketing dynamic that is continuously updated
This special Saint Valentine’s media campaign will be backed up by trade-marketing operations organised in the main large and medium-sized chain stores of the European distribution network and retail network. An online game for customers, loyalty cards, prize-in-pack promotions... the whole range of sales development tools is being used, including the examples given below:
IRELAND - Pink Lady is developing a game for customers with on-pack stickers in 116 shops of the Irish supermarket chain, Dunnes Stores. The detachable sticker allows customers to find out immediately whether they’ve won or not. From 3rd to 21st February, 120,000 stickers will be in circulation, with 10 Relais & Cha?teaux weekend getaways to be won.
SWEDEN - From 10th to 16th February, 20-second TV adverts will be shown in 445 sales points of the ICA chain, with an impact on 8 million consumers each week. A poster campaign in 120 ICA Kvantum shops will be undertaken, with 600 posters on display at shop entrances.
FRANCE - From 11th to 16th February and in partnership with Intermarche?, a Saint Valentine’s Game will be organised. Flyers will be distributed in order to invite customers to connect to the Pink Lady website and participate in the grand prize draw.
To be won: three romantic trips to New York and 100 stays in boutique hotels.
As part of the events planned for the retail network, a scratchcard game will be distributed by the Fruitier store chain. Prizes will be given directly to winning customers instore.