This season, PinKids® will join forces with the Minions to increase its reach.
PinKids® is launching new packaging to celebrate the release of Despicable Me 3. The scrummy little apple is launching themed packaging featuring Gru and his inimitable Minions. Available from November to January, the three-month campaign will include trays of four, six and eight apples as well as pouchbags and exclusive collectors stickers on each apple.
This new partnership means PinKids® can capitalise on this event to launch produce from its latest harvest and to attract young consumers to the fruit and vegetable aisle; so often ignored by this demographic.
PinKids® is the brainchild of Pink Lady® producers. These apples, which are small in size, are perfect for children, who tend to have trouble finishing a whole, standard-sized apple. In addition, high quality is guaranteed as the apples must meet the same requirements as their big sister. Finally, by marketing smaller apples, Pink Lady® can dramatically reduce food waste.
Thus Pink Lady® is combining environmental responsibility with entertainment by opting for strategic positioning with the biggest animated film franchise in Europe, Despicable Me 3.
With the high performances of the past season: more than 100% growth with 2,750 tonnes and double the number of partner stores, PinKids® intends to continue its growth. The brand hopes that its 5,000 tons of small gourmet apples can provide a much needed boost to fruit and vegetable aisles across Europe.
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