Pink Lady has embarked on its first targeted press advertising campaign in the UK for six years, with advertisements for the trademarked apple brand set to appear in a number of carefully selected women’s interest magazines during the course of July, August and September. Pink Lady’s UK representative, Coregeo, says it has sought to ensure that the brand’s messages reach their target audience, specifically women in the ABC1 social groups who have children, disposable incomes and an interest in healthy eating.
According to Andy Macdonald, managing director at Coregeo, the new campaign is all about helping the Pink Lady brand stay ahead of the competition in the UK and remain the country’s leading apple brand. 'In 2010, following some of the most challenging trading conditions in living memory, it is vital that Pink Lady maintains its premium position in the UK apple market through intelligent marketing,' says Mr Macdonald, who sees great potential in using a number of different marketing channels to encourage consumer trials, support sales and promote brand awareness.
Pink Lady has opted to develop a printed consumer advertising campaign in the UK this summer to allow it to reach a wider audience, to communicate its key messages and to drive brand awareness, Mr Macdonald explains. 'The advertising complements our other marketing channels,' he points out. 'It offers reader numbers, whereas experiential marketing offers a greater degree of brand engagement but does not reach substantial consumer numbers.'
As well as the opportunity to put forward and control strong, targeted messages – something which the editorial endorsements gained through PR do not always allow – the campaign is also considered the best means of attracting interested consumers. 'Our website offers plenty of opportunity to tell the story,' Mr Macdonald adds, 'but often relies on consumers deciding to visit the site and engage.'
The various media targeted by this month's new campaign – which include Woman & Home, Red, Psychologies, Good Housekeeping, SHE, Country Living, Hello, Easy Living and Marie Claire – have all been profiled against TGI statements relevant to Pink Lady’s core consumers. The advertisements are also timed to coincide with relevant editorial and key selling periods for the Pink Lady crop. 'The brand advertising campaign sets the Pink Lady brand apart from its competition because none of its competitors is engaged in a similar type or level of activity or able to communicate such a clear offer,' Mr Macdonald argues.
In addition to marketing and promotional activity focused on driving sales, Pink Lady’s marketing strategy uses four main channels to engage target consumers, which include buyers and non-buyers.
These channels are: the experience marketing team, which travels the UK in a Pink Lady-branded Mini and provides consumers with apples to taste; PR activity, using editorial endorsement to communicate the Pink Lady story and key messages; an online presence, including website and social media such as Twitter, Facebook and Flickr; and the brand advertising campaign.
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