Coregeo/Pink Lady
Objectives
Create standout within the fresh produce aisle and create a buzz online, supporting the Pink Lady apple brand marketing messaging for 2016: Snackisfaction.
Research has shown that a large portion of Pink Lady consumers enjoy their apples on the go, which was the rationale behind an apple cosy.
Activity
Pink Lady announced an exclusive integrated campaign with Asda in April offering a Pink Lady apple cosy free with every purchase of a 1kg bag of Pink Lady apples. As well as the promotional aspect, the campaign was bolstered by digital initiatives, experiential, social media and PR.
To raise awareness of the activity among both consumers and Asda stakeholders, Pink Lady executed a four-week campaign alongside the retailer in March. This included sampling at Asda’s headquarters, alongside a geo-targeted advertising campaign to Asda House employees.
Pink Lady also carried out a programme of digital and online support via Asda.com and Asda’s Facebook page in order to reach core shoppers.
Success
The initiative was the first of its kind for Pink Lady in the UK and aimed to offer added value for Asda shoppers. The offer ran in 340 Asda stores nationwide, and 240,000 cosies were given out in total.
The cosies were so popular that Asda has agreed to replicate the activity this December. The new festive apple cosy follows the same mechanic and will roll out across 340 Asda stores nationwide. This campaign will also be supported by digital and social media to ensure maximum exposure and impact.
Joe Richards
Mark and Paul Tate took over the chain of shops in July 2015, after the sad passing of their friend Joe.
Our first venture into retail, with the guidance of Andrew Pendry and Mark Cox, the area managersfor the shops, the company was restructured and took on a new outlook towards education and healthier lifestyles, but not forgetting value for money.
Joe Richards are one of the best established fruiterer and greengrocers in the Midlands. We have six shops located throughout the West Midlands which sell the freshest fruit, vegetables, plants, flowers and speciality foods everyday.Our shops are located across Coventry in Daventry Road, Earlsdon, Kenilworth and across Birmingham in Erdington, Tamworth and Harborne.
All Joe Richards shops are offering free fruit to children who visit our shops.We started this as soon as we took over the new venture. We believe this is important that all children get their opportunity for their 5 A Day. It also encourages the children toward a healthier lifestyle. We have championedthis through our wholesale side and on social media too.
We have alsojoined up with the NHS, for their Healthy Start scheme.
Our concept is about taste, education, qualityand at all times recognising the value of the pound in our customers pocket. We see the high street taking aresurgence against the big stores as we offer VFM with that personal touch. People aren't doing big shops any more and we try to give them ideas for meals.
Polymer Logistics
The Market Place crate is an attractive wood-effect plastic container from Polymer Logistics that delivers a 'farm fresh' look to produce departments, catching customers’ attention and boosting retailers’ sales.
Wal-Mart, Carrefour, Tesco ‘One Stop’ shops and “Sewell on the go” – a British chain of convenience stores – have signed long-term agreements with Polymer Logistics based on thorough studies, pilots and customer acceptance surveys.
During pilots, retailers reported a significant uplift of over three per cent in produce sales when using the Market Place crate. Customer surveys showed a clear preference of over 85 per cent for the wood-look crates compared to the industrial plastic-looking green or black crates. Customers appreciated the fresh ‘back-to-nature’ look, which creates a traditional market feel in the store.
In today’s “first impression counts” environment there’s no doubt that where retailers deploy the Market Place crate, an-uplift in sales will follow.
The produce department, typically located at the front of the supermarket, drives foot traffic for the overall outlet. So any improvement there has an exponential benefit on total store sales. Retailers have introduced wooden plinths in the department to emphasise the freshness of produce offered. However when it comes to the actual packaging of produce, the use of coloured industrial-looking crates is commonplace.
Market Place crates provide an appealing alternative to standard plastic containers without compromising any of the hygiene, cost effectiveness or environmental benefits associated with reusable packaging. They also offer a more longlasting, sanitary and user-friendly experience than is possible with actual wood containers.
Tesco
Tesco this summer began offering children free fruit while their parents shopped in store, as a ‘little help’ for kids to eat more healthily.
The initiative, launched in over 800 Tesco stores across the UK, was aimed at creating healthy eating habits among kids that will stay with them as they grow up, and to make it easier for children to get the fruit and vegetables they need.
The government recommends that children – like adults – eat at least five portions of fruit and vegetables every day. But research has shown that only 10 per cent of boys and seven per cent of girls between the ages of 11 and 18 meet the 5 A Day recommendation. On average children in England eat only about three portions, with many eating fewer.
Participating stores had a selection of fruits available including apples, soft citrus and bananas for parents to take to give to their children.
The move came after Maria Simpson, a Tesco checkout colleague from a store in Lincolnshire, suggested giving free fruit to parents for their children to eat during shopping trips as an alternative to sweets.The idea was taken up by the store and was so well received by customers that Tesco decided to trial the initiative in Scotland to see how it might work on a bigger scale.
The initiative marks the latest step in Tesco’s drive to make it easier for colleagues and customers to eat more healthily.
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