Pink Lady Europe has reported a positive outlook for the imminent apple season, with sunny days and cool nights during the autumn ensuring excellent colouration and high sugar levels for this year’s crop.
As Pink Lady apples hit shelves in Europe this week, the company is reportedly working hard to boost brand loyalty and increase both purchase frequency and volume.
Achieving this goal will require the company to successfully assist retailers, win over shoppers with innovative campaigns and build even closer relationships, the company stated.
Such aims will demand increasingly customised support for stores and the introduction of new sales incentives, such as offering in-pack premiums for large volumes including a free Pink Lady bag.
“Chic and glamorous, dreamed up by a renowned fashion designer, this shopping bag paves the way for regularly updated designs that consistently reflect our image and values,” Pink Lady Europe said. “This is also the case with the Pink Bonnet, which helps boost sales of our packs. With its natural appeal that meshes with current trends in knitting and homemade crafts, the Pink Bonnet is increasingly popular and has already charmed our customers in many countries.”
On the consumer side, Pink Lady is continuing its TV spots during the launch of the campaign in November, as well as around Valentine’s Day and at the start of spring in late March.
In November, the TV spots are expected to reach a total of 250m people, in Germany, France, Belgium, Italy, Spain, the Netherlands, Ireland, Denmark and Norway.
Pink Lady’s digital presence will equally get a boost, with the expansion of the Pink Lady consumers’ club and continued activity on social networks to help build relationships with consumers.
In addition, Pink Lady is organising a game, promoted on-pack and online, to give consumers a chance to win various prizes, including folding bicycles, fitness watches and designer lamps and a “dream” holiday.
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