This summer, fresh produce marketer Coregeo is launching a new consumer marketing campaign for Pink Lady apples in the UK.
The campaign will combine traditional channels, such as print and online advertising, and innovative ideas such as a new microsite offering event details and an interactive competition.
Based on new research showing that office workers see less sunlight during office hours than the average miner, Pink Lady has chosen the tagline ‘Reclaim the sunshine this lunchtime’ to complement its strapline, '100 per cent sunshine in every bite'.
In addition, a branded Pink Lady Mini Clubman will reportedly be touring the UK for 10 weeks, paying visits to offices and central business districts to recreate a summer picnic atmosphere, complete with 'a themed set, including grass, deckchairs and a branded trailer from which Pink Lady samples will be distributed', according to a press release.
Pink Lady will equally be using social media like Facebook and Twitter to connect with its followers throughout the campaign.
Andy Macdonald, managing director of Coregeo, the master licensor of the Pink Lady brand, commented: 'Consumers now expect more than simply seeing an advert in a magazine, or being offered the chance to win a holiday – they are looking for a true brand experience. Our summer campaign will provide multiple touch points for consumers, allowing the brand to build up a significant level of engagement.'
According to Pink Lady, like-for-like sales were up by 20 per cent in April compared with the same time last year, while year-to-date sales were up by 17 per cent compared with the year before.
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