Coregeo has announced new retail awards to mark the beginning of the northern hemisphere Pink Lady season.
The new awards intend to commend the efforts of trading partners and recognise the achievement through the supply chain.
Awards will be presented in four categories at the end of the 12-month trading period ending October 31, 2004. The awards will be made for:
• the most creative Pink Lady in-store display;
• the largest seller of Pink Lady apples by value;
• the largest percentage increase in Pink Lady sales;
• the most effective Pink Lady sales promotion.
In a bid to recognise others whose efforts have played a part in the success of the variety, winning buyers will be invited to nominate the supplier who has helped most with their business, and the grower and exporter who has provided both continuity and quality produce.
Pink Lady is established as a premium brand taking a 5.5 per cent share of the apple market. Coregeo managing director Gordon Winterbottom said: “The market share [of Pink Lady] is set to grow to 10 per cent over the next five years and it is time we recognised the key people involved in this success story.”
Director Andy Macdonald said that the apple has a unique quality making it a unique category driver. He said: “The Pink Lady market has grown from 650,000 boxes in 2000 to a projected growth of 1.3 million boxes this year, which is a 100 per cent growth rate.”
With the apple already achieving 38 per cent brand awareness an eventful advertising campaign is planned for 2004 as it look to increase on this. Advertising will appear in a host of UK consumer magazines, from OK and Heat through to Cosmopolitan and Marie Claire. The campaign will have the slogan ñ “Lead him into temptation, everywhere, everyday”.
There are also plans to launch Pink Lady apple juice and apples slices in the future.
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