“Unprecedented partnership” will promote healthier eating across nine European countries
Pink Lady has announced a partnership with Disney which aims to encourage families to eat healthy products and adopt a balanced lifestyle,
The tie-up will take place across nine European countries, ”combining the strengths of two positive, committed brands”.
A statement said that together the two brands shared a common vision ”based on the values of quality, positivity and social responsibility”.
”With iconic characters such as Mickey and Simba (The Lion King), this campaign brings an emotional, cross-generational dimension that will appeal to families, especially their youngest members, who tend to impact choices made at home,” it read.
Pink Lady also offers a range specially designed for children, PinKids, making the Disney partnership ”even more relevant”, it said.
From December 2024 to April 2025, Disney Lion King licensing will be featured on PinKids packaging.
The partnership will then continue in May between Pink Lady and the Mickey and friends licence, in over 30 stores across Europe, aiming to give greater visibility to the two ranges.
According to Pink Lady, this will be supported by a number of promotional initiatives, including stickers and in-store displays, over 1,100 POS displays, around 100 in-store activations and 300 spotlights throughout the season, as well as dedicated in-pack promotions and a consumer game with exclusive gifts, including giant soft toys and co-branded products.
”This increased visibility should make it possible to reach 3,000 tonnes (Pink Lady and PinKids) sold under the licence, ie a target of 3.2mn shopper households,” Pink Lady noted.
The apple brand outlined that the Disney partnership reaffirmed its commitment to innovation in order to broaden the appeal of apples, while helping families to adopt a healthier diet, while also reinforcing its position as an established premium brand.
”Disney, recognised worldwide for its positive impact on families and children in particular, brings a playful and educational touch to the act of consumption,” Pink Lady added.
”Together, Pink Lady and Disney are helping to build balanced lifestyles for children and their parents.”
