European apple brand Pink Lady has outlined an ambitious promotional strategy to support its 2011/12 season, with the launch of a new Disney-sponsored brand aimed at children and a EU-wide Valentine’s Day campaign.
The brand’s backers are preparing a television advertising campaign in 11 countries, along with an internet-based game, which will be timed to coincide with Valentine’s Day under the slogan, ‘The world’s biggest declaration of love’.
Separately, Pink Lady Europe is also planning to launch a new brand in partnership with Disney, called ‘PinKids’, which will be targeted specifically at children.
Strengthened by a good quality harvest in 2011, the France-based brand has to date experienced a strong start to the current season, with volumes sold up by 17 per cent during the first 10 weeks of the campaign compared to the same period last year.
In a statement, Pink Lady Europe said the priority area for development for the current season was non-EU markets, where the brand has so far achieved an 80 per cent increase in volumes sold.
The company said Russia, Eastern Europe, South-East Asia and the Middle East were all showing a promising level of interest in Pink Lady.
