Pink Lady® is marking its 21st year in the UK with a large scale consumer promotion taking place this summer. An on-pack giveaway of 21 prizes over 21 days will be promoted on all bags and tray packs and in most major retailers from 1st July with a prize a day being given away from 12th July – 1st August.
The promotion will involve Pink Lady® giving away its ‘Birthday Wish List’ of prizes including:
- A weekend for two in New York (the Big Apple!)
- Orient express experience for two
- A week-long family holiday in Tuscany
- An overnight stay in London with tickets to a West End Show
- A personal shopping experience in Selfridges
The 21st prize will be selected by the brand’s fans on Facebook, Twitter and Pinterest.
Print advertising titles such as Marie Claire, BBC Good Food, Tesco and Sainsbury’s Magazine will run alongside online activity, including a Mumsnet sponsored discussion and Yahoo takeover. The brand’s social channels – Facebook, Twitter and Pinterest – will be employed to boost direct consumer engagement and to promote the winners. In-store support includes radio and shelf barkers in Morrisons and shelf barkers in Waitrose.
Michelle Toft, Marketing Manager for Pink Lady® in the UK comments:
“We are really excited about this promotion. Our 21st birthday is a perfect opportunity to celebrate the success of the Pink Lady® brand with our customers and, of course, to further boost awareness and sales. We’ve been delighted by the support we’ve had from our retail customers across the board, which will help to ensure the promotion is as successful as it can be.”
The first shipment of 500 boxes of Pink Lady® apples were introduced to the UK market in 1992. With over 3.5 million boxes now sold every year, the UK has become one of the most important and successful markets for the Pink Lady® brand globally.
Andy Macdonald, Managing Director of Coregeo Ltd, Master Licensor for Pink Lady® in the UK, comments:
“Since entering the UK market in 1992, Pink Lady® has enjoyed impressive success, having carved out a market share of 11% – making the apple one of the top 3 by value in the UK.”
“We’re particularly proud of the sales gains and household penetration increase we have made during the challenging economic conditions of the last couple of years, during which time sales and penetration of other apples have been falling.”
“Our commitment to a high quality product, alongside a proactive marketing campaign, has been fundamental to the success of the brand, and we look forward to celebrating this success with our consumers through this promotion.”
Promotional packs of Pink Lady® apples – each containing a unique code – go on sale in Tesco, Sainsbury’s, Morrisons, Waitrose, Co-op, Aldi, Asda, Ocado, Costco, Booths and Budgens from 1st July. Entry will be via a dedicated microsite on the Pink Lady® apples website at www.pinkladyapples.co.uk/21.
Publication date: 6/28/2013