Apple brand unveils a new campaign driving excitement around lunchtime, striving to inspire consumers with new eating occasions beyond snacking
Pink Lady apples has unveiled a new UK campaign aiming to drive excitement around lunchtime.
The apple brand said it wanted Pink Lady to become ”synonymous with lunch”, while inspiring consumers with new eating occasions beyond snacking.
To bring the campaign to life, the brand said it had explored how millions of office workers were impacted by the judgement of colleagues at lunchtime.
It noted it was ”homing in on office workers” with its new integrated campaign, which explores the fear of judgement around food in the workplace and the psychology behind office lunchtime etiquette.
Pink Lady undertook a survey of more than 2,000 UK office workers, revealing their experience of lunch-related judgement within the workplace, the correlation between happiness and food, and how food habits changed when not around colleagues and working remotely.
The campaign sees Pink Lady collaborating with Behavioural Psychologist Jo Hemmings to interpret the psychology behind the fear of judgement affecting lunches in the office and how to overcome it.
Survey results
According to Pink Lady, research found that 74 per cent said they would have a better day at work if they could eat what they wanted without co-workers judging them.
Some 74 per cent also admitted to choosing different lunches when working from home versus the office, highlighting an unspoken etiquette in UK offices.
The majority of office workers surveyed were also found to take less than the allotted hour’s lunch break, with 42 per cent taking less than 30 minutes, the equivalent to doing three weeks of unpaid labour each year.
Almost half (49 per cent) reported that judgement from coworkers had influenced how long they stopped working or what they opted for in their lunchbox
“Fear of being judged about food is a common experience that stems from a mix of social, cultural, psychological, and personal factors,” said Hemmings.
“Many of these fears become especially polarised at work; it’s human instinct to want to fit into a work environment as easily as possible and so we may make choices to please others, rather than ourselves.
“It’s great that Pink Lady is making a stand, encouraging Brits to embrace their individuality and savour those small moments of joy we can get from an everyday ritual: eating a lunch that delights us,” she continued.
”Even if it’s taking a ten-minute break to leave our desk and enjoy the simple act of eating an apple, the benefits will be enormous.”
Encouraging consumers
The new campaign will consist of OOH, Podcast and We Transfer advertising, a partnership with Stylist, media relations, video content creation, social media advertising and trade marketing to eCRM, Pink Lady outlined.
“Lunch is seen as a highly habitual meal which often lacks excitement, we’re on a mission to encourage the nation to bring joy to their lunches by embracing the foods they love at lunchtime, regardless of what others may think,” said Lynn Shaw, senior marketing and communications manager for Pink Lady UK.
”We also know that consumers are actively trying to add more fruit and veg into their day, this campaign encourages doing so in an exciting way – adding the sweet and juicy crunch of Pink Lady apples to the lunch occasion.
“Our brand believes in celebrating vibrancy and encouraging it in those around us, the enjoyment of food is central to this,” she added.
”Our goal is to encourage people to be their authentic selves, being unapologetic about enjoying the food they like, taking time for themselves and not being worried to stand out or break unspoken office taboos.”
